LIGHTSHIP — DIGITAL
challenge:
Lightship sits in the fold of travel, tech, and the outdoors. It’s an all-electric trailer formed by the minds behind Rivian, Tesla, and other key EV players. The primary challenge was positioning their product within the market, and the desire to capture early adopters, while not alienating traditional RVers.
The first phase? Take their placeholder one-page site to a fully immersive web experience. The team brought me in to lead brand voice and messaging. As a fast-moving startup with an evolving brand guide, many of Lightship’s defining copy moments happened along the way.
Concept:
Moving road trips to the electric age.
The Lightship team (and their product) is unlike anything else on the market. Their trailer is sleek and modern, even futuristic. Electric and solar are built in for a week of off-grid living, and EV owners experience near-zero range loss when towing.
The team is electrifying outdoor travel, and there’s nothing more inspiring than the open road. Road trips have reached a new age, and we’re HERE for it.
This idea hinges on freedom, and the sticky, syrupy road trip memories in your mind. Lightship is creating the itch to go farther, while building an expansive, sustainable future for travel.
STRATEGY:
As the first touch for many of Lightship’s growing audiences, the web strategy was to position the L1 as a new category of trailer. This meant staying away from brand comparisons or marketing as an upgraded RV or towable. My copy earnestly seeks to blend deep tech specs with warm, inviting language, and of course, that road trip feeling.
deliverables:
Brand Positioning & Manifesto
Product Launch Copy
Web Launch Copy
Welcome Emails
SXSW Event Signage
Road trips will never be the same.
results:
Won awwwards Site of the Day in April 2023.
Re-engaged by client for several phases of work spanning a year and a half.
