Marketing . Packaging . Product Launch

Momento M8 Launch

An overview of the launch of the new product, the M8. This was my 3rd product launch handled for Firstech LLC. It is also the largest product launch to date, as we reimagined our entire line of dash cameras.

Overview

Led the end-to-end launch of the Momento M8 dash camera lineup, owning product marketing, visual design, and go-to-market execution. This solo-led initiative brought together strategy, storytelling, and design to translate advanced technology into a compelling consumer experience.

Scope

Product identity
Launch materials
Release coordination

The team

1x Designer (me)
6x Key stakeholders
5x Departments

Deliverables

Product packaging
Retail display
Launch strategy doc.
Website update

My contribution

Visual design
UX/UI design
Print design

Key Tools

Figma
Adobe Photoshop
Adobe Illustrator

Year

2024

The Challenge

Introduce a new flagship dash camera into a crowded market while making complex features—like 4K recording, radar-powered parking mode, and app connectivity—easy to understand and desirable to everyday drivers.

Project Constraints

  • Limited internal resources (single owner across marketing + design)
  • Need to support multiple SKUs (M8, Pro, Max) with clear differentiation
  • Technical feature set required simplification for a non-technical audience
  • Alignment across digital, retail, and partner channels had to be maintained
  • Tight timelines for launch readiness across all assets

The Process

Product Positioning & Narrative Development

Defined the messaging hierarchy and core value propositions for each model. Translated technical specs into benefit-driven language that resonated with target customers.

Information Architecture & Experience Planning

Structured the website and landing pages to guide users from awareness to consideration, ensuring a logical flow of information and clear product differentiation.

Visual Identity & Design System

Developed a cohesive visual language across web, product, and marketing assets—balancing premium aesthetics with clarity and usability.

Content & Asset Creation

Produced high-quality 3D renders, product visuals, and marketing collateral to communicate features visually and reduce reliance on technical explanation.

Launch Execution & Enablement

Deployed assets across web, retail, and partner channels. Equipped internal teams and external partners with consistent, ready-to-use materials to support the launch.

Outcome

  • Delivered a cohesive, full-funnel product launch across digital and retail touchpoints
  • Established clear differentiation across the M8 product lineup
  • Elevated brand perception through consistent, high-quality design
  • Improved customer comprehension of key features through visual storytelling
  • Enabled partners and internal teams with scalable, reusable assets

Reflection

This project reinforced the importance of simplifying complexity through strong storytelling and design. By approaching the launch holistically—from positioning to execution—I was able to create a unified experience that supported both customer understanding and business goals.It also highlighted the impact of end-to-end ownership: moving quickly, maintaining consistency, and ensuring that every touchpoint contributed to a single, cohesive narrative.

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I can help your business by designing a: Website, digital product, design system, brand/identity, marketing strategy, or print projects.‍
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Currently based in Seattle, WA - available for remote  hybrid Product Designer roles

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© 2025 Mario G. Leigh · Product Designer · Seattle, WA