HaptX // DK Launch: PR + Influencers

HaptX co-founder Dr. Bob Crockett presenting at the GeekWire Summit in Seattle to support the launch of the HaptX Gloves Development Kit.

HaptX co-founder Dr. Bob Crockett presenting at the GeekWire Summit in Seattle to support the launch of the HaptX Gloves Development Kit.

In the month preceding our HaptX Gloves Development Kit announcement, we demoed and interviewed with several journalists under embargo. On launch day TechCrunch, Axios, VentureBeat, GeekWire, Road to VR, Forbes, Upload, VR Scout, and VR Focus wrote first-hand accounts of experiencing our gloves. We also shared HaptX Gloves with leading virtual reality influencers, and encouraged them to share their experience on our launch day.

We executed a bicoastal launch with two simultaneous events: The Future of Storytelling Summit in New York City and the GeekWire Summit in Seattle.

All of this activity worked together to build a critical mass, raising awareness and driving demand for the HaptX Gloves Development Kit.

HaptX Gloves Development Kit Launch: Press Coverage

“I have tried several other VR gloves, and this is definitely the most complete solution.”

“I have tried several other VR gloves, and this is definitely the most complete solution.”

“It was surreal… the feeling was more fine-grained in terms of sensations”

“It was surreal… the feeling was more fine-grained in terms of sensations”

“In the short preview I was able to experience, you couldn’t help but think about where realistic and immersive haptic technology is headed in the future.”

“In the short preview I was able to experience, you couldn’t help but think about where realistic and immersive haptic technology is headed in the future.”

HaptX Gloves Development Kit Launch: Influencer Support

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HaptX // DK Launch: Website Overhaul

We launched the HaptX Gloves Development in October of 2018. We took this opportunity to overhaul our website, with product-focused imagery and a call to action to “Get early access.” I created new imagery of our DK gloves, pairing them with copy that highlights key selling points of our product.


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Mustard and Co // E-commerce launch

I met the duo behind Mustard and Co. at a craft fair in Seattle in mid-2015. They were the most popular stand at the festival, with people lining up to try their mustard. I loved the the mustard, so I bought a few jars and asked them about their business.

They told me they like craft fairs and street markets because they're selling direct to consumers. They were carried in a few stores and online market places, but distributors and retailers took the majority of their margins. I saw an opportunity.



In late summer 2015, I joined Mustard and Co. on a contract to accelerate their online presence and e-commerce business. The goal: to launch for prior to the 2015 holiday season. I led an overhaul of their website on the Shopify platform. 

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After revamping Mustardandco.com, the next step was to drive traffic. I achieved this through optimizing SEO, and performing paid ad campaigns on Google and Facebook.

I created new photo and video assets, launched their social presence on Twitter and Instagram, and executed an influencer marketing campaign. I even led the development of the Five Flavor Gift Set, a new holiday product designed for online buyers.

For the first time, the majority of their profits came from online sales.

Above: Screen captures from Mustard and Co's website.

Left: Mustard and Co's Instagram featuring pictures from when I led their marketing efforts.

Below: A video I produced to tell their company story.

Mustard and Co // The Five Flavor Gift Set

When I joined Mustard and Co. to launch their online presence, they only sold their product in a 7oz. jar that cost $7 each. The goal:

  • Create a higher margin product

  • Introduce new flavors to customers

  • Leave them wanting to buy more

  • Make it easy to gift

The solution: The Five Flavor Gift Set.

The Five Flavor Gift Set contains one of each flavor, in 2oz mini jars. The customers could purchase the set for $20. They designed the  7oz jars were designed as a pantry ingredient consumed by an individual customer. I designed the 2oz variety packs to be a party/holiday gift that could be consumed by a group. This way many people could try it their flavors, turning mustard into a social activity.

We used packing tubes to ship the jars safely, so we embraced this as the design of the package. It makes for a distinctive looking gift.

This went on to be Mustard and Co's highest grossing product of the holiday season. While envisioned as a limited time only item, they continue to have it on their online store. Although Mustard and Co. has more than five different flavor SKUs, the company retains the Five Flavor Gift Set as a flagship product.