Challenge

Velora, a speculative brand created to explore digital opportunities in the trail running space, needed a standout approach to customer engagement that matched its bold, style-forward positioning. The challenge was to design a scalable digital ecosystem that could nurture a passionate community, build brand loyalty, and convert curious browsers into long-term customers. The goal: create a strategy that reflected Velora’s blend of high performance and cultural relevance, with gorpcore aesthetics at its core.

Solution

To bring Velora’s vision to life, we developed a full-funnel email marketing and CRM strategy designed to deliver high-value, highly visual content at every stage of the customer journey. The project was structured around automation, community-building, and brand storytelling.

Segmentation & Personalisation

We designed a segmentation model based on customer interests (e.g. performance gear, trail events, or style drops), purchase intent, and lifestyle markers like location or terrain preference. This allowed us to build email journeys that felt curated and relevant from the first touchpoint.

Welcome Flow for New Subscribers

A dynamic, brand-led welcome series introduced new subscribers to the Velora world—highlighting the brand ethos, bestsellers, and unique product features. Early engagement was reinforced with an invitation to join the Velora Trail Collective—a loyalty and content hub built for brand superfans.

Product Drop & Launch Campaigns

Leveraging automation, we created high-impact email drops for product launches and limited-edition releases. Each campaign was supported by lifestyle-driven creative, strong CTA design, and urgency messaging to drive immediate action.

Value-Add Content: Training & Trail Guides

To build credibility and trust, we designed an ongoing automated content series featuring trail tips, gear recommendations, and expert running guides. This positioned Velora as a brand that supports performance, not just product.

Re-engagement Campaigns

For lapsed subscribers or dormant leads, we built win-back flows using exclusive offers and editorial-style content to reignite interest and boost return traffic.

Results

While this was a speculative project, the system was built to deliver measurable outcomes for a real-world brand:

• Strong foundations for community growth through high-value content and a loyalty-led welcome series

• Scalable email journeys designed to support conversion and retention

• Strategic blend of automation and brand storytelling, ready to roll out across multiple territories or product lines

Conclusion

This project demonstrates how thoughtful email automation, when paired with bold creative and a deep understanding of brand culture, can turn passive audiences into engaged communities. Velora’s email ecosystem wasn’t just designed to sell—it was built to inspire movement, build brand love, and keep pace with the ever-evolving world of outdoor performance and style.