Capstone Project: Laneware peripherals

During the semester break, we discovered a brand new start-up in the custom keyboard niche in the tech industry based in Brisbane called Laneware Peripherals. I approached the director and explained the value of the project and he accepted to take part with his new start-up company. Then I approached my team, and they agreed it's a great space we knew nothing about, and we could see ourselves bringing value and solving a few problems for the brand.

We were able to acquire two mentors through LinkedIn, Juan Mendoza, a Strategist at The Lumery and Alvin Teoh, a Creative Director at NAGA DDB in Malaysia. (one good thing about covid was being able to get international mentors on board because it’s all virtual)

The brand had:

  • No branding strategy

  • No social media presence

  • Incorrect brand awareness methods

  • The logo did not reflect the brand identity

  • The website was not user friendly

Our brand objectives were to:

  • Deep research & establish a USP

  • Create a Single-Minded Proposition & Tagline

  • Redesign logo & revamp website

  • Establish a solid social media presence that embodies the new brand identity

  • Increase social media reach strategically across several platforms

As a team, we worked and operated as a mini advertising agency throughout the project duration. We completed our work from market research, art direction, graphic design, digital strategy, content creation and planning and establishing a solid social media presence. 

At the end of this campaign, through a video call with our client, we officially handed over all social media accounts and creative visuals to Laneware Peripherals and briefed the Director in detail on how to use each platform effectively. We exceeded all our expectations in every aspect of the project and this is shown in all our analytics data. 

With Instagram, we gained a total of 310 followers and this was a 310% increase in brand awareness compared to the 25% we initially aimed for in our objectives. Our Facebook data was amazing, we had a total post reach of over 35,000 people, with over 10,000 active post engagement and our last post achieved a total reach of 17.6K. With our Twitter analytics, we achieved 2,936 impressions which was a 170% increase in impressions. What is exceptional is that all these numbers and data were all organic and unpaid.

The client was very impressed and our mentors were very proud to see these results.

Creative Team: Ramy Najmeddine, Daryl Oh, Andrea Wong, Rick Cheng