(Description)
Advertising capstone project developed for an Australian tech startup in the mechanical keyboard space.
I acted as Creative Director, leading the team, setting the creative and brand direction, and coordinating strategy, design, and content across digital channels.
The project delivered a full brand launch plan and achieved strong real-world results, earning a final mark of 95 out of 100.
This capstone project involved developing a complete brand and communication strategy for Laneware Peripherals, a Brisbane-based start-up operating in the custom mechanical keyboard space. The brief focused on identifying core brand issues, defining a clear positioning, and building a coherent system across branding, digital presence, and social media to support long-term growth rather than short-term promotion.
Laneware entered a niche but highly engaged market without a clear brand foundation.
Key challenges included:
The challenge was to establish credibility and relevance within a knowledgeable enthusiast audience while avoiding generic tech branding.
We began with deep research into keyboard culture, consumer behaviour, and competitor positioning. Insights revealed that custom keyboards function as personal expression rather than pure utility, shaping our strategic direction.
From there, we:
The work balanced strategy, creativity, and practicality across all touchpoints.
The final output included:
All assets were designed to be scalable and handed over for real-world use.
The campaign led to a strong increase in online attention, particularly on Facebook where Agar’s audience is most active.
Facebook performance showed 35,443 people reached, an increase of 11,370%, with 10,133 post engagements, up 4,725% . Page views grew by 20.2% to 1,553, alongside a 24% increase in followers.
Twitter also recorded growth, with impressions increasing by 170.1% to 2,936 and follower numbers rising by 120.
The results confirmed that the campaign strategy was well aligned to audience behaviour, with Facebook proving to be the most effective platform for engagement and visibility.