CASE STUDY

OCDesk

Back in 2012 I co-founded OCDesk — a company that designs and manufactures minimalistic Apple accessories.

Our first product, the OCDock was launched by raising over $107 thousand on Kickstarter and was featured in all of the industry-related news sites like Mashable, TUAW (now Engadget) and Gizmodo among others.

After that I moved to China for a year to help set up manufacturing with another co-founder. My involvement is interviened in every part of the company process and below I will highlight the main areas where my skills as a Creative Lead led us forward.

WEBSITE

OCDesk website is an online store built on Shopify API. It features multiple interactive elements and a fully device agnostic responsive layout.

  • DESIGN, DEVELOPMENT

    Peedu Tuisk

  • YEAR

    2013

  • AWARDS

    ADC*Estonia Gold 2013

    AWWWARDS Special Mention

    "Best Website of 2014" Golden Egg Awards finalist

MARKETING

CHALLENGE

How to introduce the idea of a new unique iPhone dock to potential buyers around the world and use crowdfunding to raise enough capital to mass-manufacture the product.

SOLUTION

Run a Kickstarter.com crowdfunding campaign and try to get as much world-wide publicity as possible on the related tech, design and Apple-device oriented news websites, Youtube blogger and reviewer videos.
We manufactured a few dozen prototype products and sent them out to industry leading reviewers for free in hopes of getting featured. We also prepared a presskit that consisted of high-res product photos, pre-written article snippets and short videos. During the campaign we were very active on social media and tried to contact as many people as possible who we presumed to be genuinely interested in such a product.

RESULTS

OCDock Kickstarter campaign reached its goal of $49 thousand USD in just 9 days and managed to double the expected goal by raising to $107 thousand USD in 24 days. Becoming one of just 300 projects on Kickstarter that had raised over hundred thousand dollars by end of 2012.
Our product was featured on all the worlds largest Apple-related news sites and tech and design blogs like Mashable (20 million unique monthly visitors back then), TUAW (now Engadget), SlashGear, 9to5mac, CultofMac, Gizmodo, iFlarified, BlessThisStuff, TrendHunter, GearHungry, etc.

OCDock was funded by 1540 people over the world and during the campaign our own website received an average of 600-1000 unique visitors per day.

AFTER KICKSTARTER

We were quickly contacted by many retailers and stores from around the world, with an interest to buy wholesale. Among them was also a representative of Apple who seeked to get our product to official Apple Stores.

We continued our efforts to gain views on news websites and tech blogs by organizing give-aways which received very positive feedback and drove thousands of unique visitors to our website.

  • A/D, DESIGN

    Peedu Tuisk

  • YEAR

    2012

  • COPYWRITER

    Joshua Sherman

    Rait Ojasaar

    Peedu Tuisk

  • PR

    Rait Ojasaar

    Mart Jaetma

    Peedu Tuisk

  • PHOTOGRAPHY

    Sten-Johan Lill

    Mart Jaetma

    Peedu Tuisk

  • PROTOTYPES

    Koit Kangur

    Harri Egert Holm

  • PRESS

    SlashGear - "Apple hasn’t made anything like it yet – the creators of OCDock want to alleviate that problem."

    Engadget - "So well-designed that when installed, it looks as if it is part of the Apple product."

    Mashable - "Steve Jobs would probably approve of this iPhone dock's elegant simplicity and logical functionality."

    Cult of Mac - "I’ve been on the lookout for the perfect iPhone 5 dock, and I think I’ve found it in the OCDock."

  • AWARDS

    Silver Egg for "Best PR of 2013" in €3-30k budget

KICKSTARTER VIDEO

CHALLENGE

Video is one of the most important aspects of a Kickstarter campaign. It needed to look equal in quality to Apple's videos, but done in the constraints of our small budget.

SOLUTION

We bootstrapped as much as possible, even going as far as building a rotating stand by combining a discoball motor and a "lazy Susan" food stand.

RESULT

During the 24 days of the campaign our video was played by 34 thousand people, of whom 39% watched the video in full. The Kickstarter video was liked over 2000 times on Facebook and our Twitter account gained over 800 followers. Screenshots from the video and our minimalist product photos are still making rounds on the social media sites like Pinterest and Fancy.

  • DIRECTOR, SCRIPT, STORYBOARD, ACTING

    Peedu Tuisk

  • PHOTOGRAPHY

    Sten-Johan Lill

    Oliver Moosus

  • PRODUCTION

    Oliver Moosus

    Harri Egert Holm

    Peedu Tuisk

  • EDITING

    Mattias Naan

    Peedu Tuisk

  • COPYWRITING

    Joshua Sherman

    Peedu Tuisk

    Rait Ojasaar

  • VOICE OVER / MUSIC

    Gary Dikeos

    Extrememusic.com

  • SPECIAL THANKS

    Marko Russiver

    Oliver Moosus

    Velvet Creative Agency

    Matis Rei

    Marko Saue

  • YEAR

    2012

BRANDING

CHALLENGE

How to achieve an obsessively clean and minimalist look that would express our high attention to details and use of quality materials. Something that would compliment Apple's visuals and would not look out of place in an Apple Store.

  • IDENTITY & PACKAGE DESIGN

    Peedu Tuisk

  • BRAND NAME

    Harri Egert Holm

  • YEAR

    2012

PRODUCT DESIGN

  • HARDWARE DESIGN

    Peedu Tuisk

    Harri Egert Holm

    Koit Kangur

  • INDUSTRIAL ENGINEER

    Koit Kangur

  • YEAR

    2012