fishfish Full Brand Launch
Research led lifestyle launch that positioned desk accessories inside cozy desk culture and converted community attention into sales. This was a full digital rollout across website, email, and social, including both photo and video assets.
Role: Positioning, Photography, Art Direction, Launch Creative
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FishFish is a desk accessories brand designed for cozy desk culture, positioned adjacent to the mechanical keyboard hobby. Research clarified the niche and defined the visual rules early: warm light, minimal composition, and lived in props that make the products feel at home.
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To execute, a home like set was built inside the office to create a repeatable environment for product imagery. FishFish was also integrated into the Divinikey ecosystem through a dedicated storefront section and a one page site that linked directly to purchase.
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Launch marketing leaned on community timing, including a giveaway during the mechanical keyboard subreddit’s annual week of giveaways. A single post reached over eighty one thousand views and more than two thousand engagements without paid marketing. Within the first year, three out of five products sold out, and the Multi Purpose Jar restocked multiple times with over five hundred units per batch.
Cozy Office Set
Lifestyle stage for product imagery
To ground FishFish in cozy desk culture, the visuals needed the warmth of a home, even though the shoot lived inside an office. A dedicated set was built to stage that environment with a clean, minimal desk foundation and carefully chosen props that signaled a lived in space.
The room was partitioned to create a defined scene and improve consistency across shots. Structural elements were added to mimic a window, helping the set read as domestic while also giving control over how light entered the space. The result was a repeatable backdrop that made every product feel at home, familiar, and inviting.
Launch site, storefront, and social
With five products launching at once, the site had to do more than list items. It needed to pull people into the fishfish world and make each product easy to understand. I designed a simple one-page site within the brand’s shapes and colors, introducing the full lineup with short product details and a clear path to buy.
To give a new brand credibility on day one, we linked prominent space on DIVINIKEY’s homepage straight to the fishfish page, so it launched on DIVINIKEY’s trust and traffic. On social, I designed the “Meet fishfish” launch story to introduce the brand and send people to the site, extending the identity’s water-bubble motif into a frame for my photo of the desk setup.
“Meet fishfish” launch story. I built the frame and the coral bubbles from the brand’s water motif, set the headline in the logo typeface, and wrote the copy. Photo shot on the in-office set I built.
Hero product video for the carrying case.
To market the carrying case as a hero product, the campaign needed to communicate two things quickly: it belongs beyond the desk, and it is built to hold up. The promo video was designed around a single POV with the camera fixed to the handle, turning the case into the point of view as it moved through different spaces.
Hands are a familiar motif in the keyboard hobby, often used to activate products and ground scale. This concept used that same visual language while shifting attention to the case itself. The locked handle perspective created a consistent visual system, highlighted the construction, and reinforced durability through motion. A small custom POV rig was built to capture the shot.
The Places You’ll Take It
Community Marketing Online and In Person
The launch strategy prioritized community reach over paid spend. A key channel was the mechanical keyboard subreddit’s annual week of giveaways, timed to place FishFish in front of an audience already primed to discover new products. The giveaway approach created a high trust entry point and concentrated attention into a single moment, generating over eighty one thousand views and more than two thousand engagements from one post with no paid marketing beyond the value of the giveaway items.
Offline, the launch extended into real community presence. FishFish products were displayed in person at a meetup hosted by Divinikey, giving people a chance to see the materials up close, handle the products, and connect the brand to a real space and community. Together, the online giveaway and the in person display worked as one system, building awareness through participation, then reinforcing it through physical touch and familiarity.
fishfish display at in-person community keyboard meet-up.
2025
Reflection
FishFish was a reminder that a brand world is more than images. The set created a repeatable atmosphere and a clear point of view, but the launch only worked because the same care extended into where the work lived, how people discovered it, and who introduced it. Visual language, placement, and community relationships all carried the same intent. That is what a niche launch should feel like: community led and trust built.
Acknowledgments:
Creative Director, Product Design, Branding, Video Editing
Sean Prem