Project Denali Campaign*

Project Denali was Conduit Digital Agency's strategic refinement and product launch in 2021. As Creative Manager, I led creative direction on the rollout: the four-act campaign across email, portal, and ads, the launch films, and the redesign of Conduit's flagship dashboard product (Live Reports), which was the core product underneath the announcement. Each act inherited from the one before it visually, but each one had its own tone and its own job.

Conduit was rolling out a refined offering to its agency partners, new dashboards, new product surfaces, two new product lines. A flat launch announcement would land in a single news cycle and disappear. The campaign needed to build anticipation across weeks, not days, give the agency partners a product worth paying attention to, and feel like one continuous story across four moments rather than four separate pushes.

The first act was the foundation: the brand lookbook, the visual lexicon, the photography references, and the typographic notes. Everything that followed inherited from this single foundation. Settling the world before opening the door meant the rest of the campaign could move at speed without drift, partners would recognize the visual language before they saw the product name.

A teaser identity, a small set of key visuals, and a tightly scoped touch to existing agency partners. Just enough to say something is coming. Not enough to give it away. This act was deliberately quiet so the next one could feel like a real shift in tempo, a whisper before the episodic drops.

Once the audience had a thread to pull on, we gave them a series of episodic drops: portal banners, email teasers, animated GIFs, gated previews. Each drop revealed a little more without revealing the product.

Underneath the drops, the real work was the dashboard. I led creative direction on the redesign of Conduit's Live Reports, the flagship dashboard product agency partners use every day. The redesign was the core deliverable Project Denali was actually announcing. Without it, the campaign would have been a tease with nothing to reveal.

The launch film, the full identity, and the campaign across paid channels at scale. By this point the visual world was already familiar. The reveal landed, the film had room to breathe, the redesigned dashboard shipped to agency partners, and the launch did not get lost in the noise.

The campaign built audience attention across multiple weeks, gave the redesigned dashboard a real moment of arrival rather than a quiet shipping note, and gave the launch film room to land. Conduit has continued to use the four-act structure on launches since.