Niantic had already conquered the mobile AR world. Their empire included Pokémon GO, Harry Potter: Wizards Unite, Ingress Prime, Catan: World Explorers, Pikmin, and Transformers: Heavy Metal. Millions of players traversed their digital landscapes every day. Yet despite this influence, only 13% recognized the name behind the curtain.
An unacceptable oversight.
That is where we entered the equation. Our mandate was clear: forge a distinct brand voice, establish a signature photography style, and construct an entirely new merchandise operation worthy of the empire it represented.
Thus, Niantic Supply was born.
Armed with a newly engineered identity and 20 fresh merchandise offerings, the objective was simple: ensure that when players celebrated their favorite games, they would also come to recognize the organization orchestrating the adventure from behind the scenes.
Above, we have our Niantic Supply Patterns made by Arnelle Woker, a South African designer who takes heavy inspiration from nature. Below are examples from the Niantic Supply Core Collection, a collection of evergreen gear that users known as “Explorers” can purchase year-round. Periodically we'll release "Capsule Collections" which are limited runs of clothing usually based on a partnership or special event.
RESULTS
Just one week into our soft launch and our results are incredible. There was an over 100% increase in email signups for Niantic Supply at a 5% signup rate. Almost $4000 in pre-orders, 55,000 site visitors, and an average of $60 spent per order. This was before any major campaign or social push. We’re expecting these numbers to grow even more. Stay tuned!