Consumers generally don’t find what they aren’t looking for. The Besk, developed as a niche product on a shoestring budget, initially targeted those searching for its specific function – a mobile backpack-desk. This missed a broader group that would consider the product if they knew it existed.
Journeying Beyond with JoBé
JoBé Products
Putting support behind The Besk, a convertible backpack-desk that supports the on-the-go consumer.
The Challenge
The Solution
Introduce JoBé and The Besk as a lifestyle brand targeting On-the-go Professionals and Outdoor Enthusiasts. Our social and PR-heavy campaign featured the product empowering consumers to Journey Beyond their homes and offices.
jobe man riding bike with besk
CREATIVE THAT INSPIRES:Raising The Besk to a New Level
We conducted a full brand audit and enhanced what was working. Like continuing to tell the story of founder JoCari Beattie and team, who embody the essence of this innovative product. We built on the imagination inherent in the brand, inviting consumers to bring the same into their work days. Our campaign promoted a new, more adventurous way of working for students, hobbyists and a remote-ready workforce growing increasingly mobile.
jobe besk backpack folding out
jobe besk going up and down
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