EDGE -

"Reflect. Detect. Protect."

For the EDGE campaign, I supported the development and execution of an integrated retail marketing initiative focused on promoting Timbuk2’s performance-driven, water-resistant bag line designed for urban commuters. The campaign centered on visibility, protection, and durability- positioning the EDGE line as an essential everyday solution for riders navigating city environments in all conditions.


Campaign Strategy & Messaging Development

I collaborated with creative and marketing leadership to help define the campaign’s core messaging and positioning around safety, weather resistance, and urban utility. The “Reflect. Detect. Protect.” narrative was designed to communicate functional benefits quickly and clearly, resonating with cyclists and commuters who prioritize visibility, reliability, and performance.


I contributed to message refinement and content planning to ensure the campaign remained product-led while still telling a compelling, lifestyle-driven story.


Creative Production & Visual Direction

I supported creative production and asset development, assisting with photoshoot planning, creative direction, and asset selection. Visuals emphasized reflective elements, weather resistance, and real-world commuter use cases- ensuring the product’s technical features were easy to understand across marketing channels.


I helped guide the creation of assets that could scale across ecommerce, email, and social while maintaining clarity and consistency.


Multi-Channel Asset Development

I designed and executed campaign assets across key retail marketing touchpoints, including:

  • Ecommerce and collection page visuals supporting product discovery
  • Email marketing creative highlighting key functional benefits
  • Social media content designed to reinforce safety and performance messaging
  • Digital and print collateral used across promotional placements

Throughout production, I ensured visual and tonal consistency across all assets, reinforcing Timbuk2’s brand standards while clearly differentiating the EDGE line.


Campaign Launch & Retail Execution

I supported campaign rollout across digital channels, coordinating asset delivery and launch sequencing to ensure consistent messaging across platforms. I worked cross-functionally to confirm that creative was implemented accurately and effectively during the campaign window, contributing to a seamless retail experience from awareness to conversion.

Results & Impact

  • Supported a performance-focused product campaign that reached 850K+ impressions across digital, email, and social channels
  • Contributed to a 20–30% increase in engagement on EDGE collection and product pages during the campaign period
  • Helped deliver email campaigns with above-average open and click-through rates for the category
  • Strengthened product clarity and differentiation for a commuter-focused audience


Skills Demonstrated

  • Performance & Product-Led Marketing: Translated technical features into clear, benefit-driven messaging for retail audiences
  • Urban Commuter Positioning: Developed creative that resonated with cyclists and city commuters
  • Integrated Channel Execution: Designed and deployed assets across ecommerce, email, social, and digital channels
  • Creative Production Support: Assisted with photoshoot planning and visual direction to capture real-world product use
  • Brand Consistency & Detail Management: Ensured campaign cohesion across all consumer touchpoints