1. [Work](/work) 2. / 3. [Studio Palms / Assembly Digital](/work/studio-palms-assembly-digital) 4. / 5. LOJEL ![LOJEL logo](/_next/image?url=%2Fimages%2Fwriting%2Fstudio-palms-assembly-digital%2F01-58b825c5.jpg&w=3840&q=75) # LOJEL Marketing strategy and e-commerce direction Date 2018-02-24 Company LOJEL Role Founder, Assembly Digital Read time 1 min Scroll to read Read with... Pick an agent - [ChatGPT](https://chatgpt.com/?q=Read%20this%20case%20study%3A%20LOJEL%0AURL%3A%20https%3A%2F%2Fwww.assemblydigital.com%2Fwork%2Fstudio-palms-assembly-digital%2Flojel%0A%0APage%20context%3A%0ASummary%3A%20Marketing%20strategy%20and%20e-commerce%20direction%0A-%20Company%3A%20LOJEL%0A-%20Role%3A%20Founder%2C%20Assembly%20Digital%0A-%20Highlights%3A%20Delivered%20a%20marketing%20playbook%20that%20distilled%20the%20opportunity%20and%20execution%20inputs%20%7C%20Established%20reusable%20narrative%20constraints%20for%20campaigns%20and%20site%20work%20%7C%20Connected%20strategy%20to%20a%20clearer%20e-commerce%20direction%20at%20conversion%20moments%0A%0AReturn%3A%0A1\)%20The%20business%20problem%20in%20one%20sentence.%0A2\)%20The%20operating%20moves%20that%20mattered.%0A3\)%20Reusable%20lessons%20for%20a%20similar%20team.%0A4\)%20One%20question%20to%20ask%20before%20applying%20this%20pattern.%0A%0AUse%20the%20page%20as%20the%20source%20of%20truth.%20Keep%20it%20concise%20and%20specific.) - [Claude](https://claude.ai/new?q=Read%20this%20case%20study%3A%20LOJEL%0AURL%3A%20https%3A%2F%2Fwww.assemblydigital.com%2Fwork%2Fstudio-palms-assembly-digital%2Flojel%0A%0APage%20context%3A%0ASummary%3A%20Marketing%20strategy%20and%20e-commerce%20direction%0A-%20Company%3A%20LOJEL%0A-%20Role%3A%20Founder%2C%20Assembly%20Digital%0A-%20Highlights%3A%20Delivered%20a%20marketing%20playbook%20that%20distilled%20the%20opportunity%20and%20execution%20inputs%20%7C%20Established%20reusable%20narrative%20constraints%20for%20campaigns%20and%20site%20work%20%7C%20Connected%20strategy%20to%20a%20clearer%20e-commerce%20direction%20at%20conversion%20moments%0A%0AReturn%3A%0A1\)%20The%20business%20problem%20in%20one%20sentence.%0A2\)%20The%20operating%20moves%20that%20mattered.%0A3\)%20Reusable%20lessons%20for%20a%20similar%20team.%0A4\)%20One%20question%20to%20ask%20before%20applying%20this%20pattern.%0A%0AUse%20the%20page%20as%20the%20source%20of%20truth.%20Keep%20it%20concise%20and%20specific.) - [Perplexity](https://www.perplexity.ai/search/new?q=Read%20this%20case%20study%3A%20LOJEL%0AURL%3A%20https%3A%2F%2Fwww.assemblydigital.com%2Fwork%2Fstudio-palms-assembly-digital%2Flojel%0A%0APage%20context%3A%0ASummary%3A%20Marketing%20strategy%20and%20e-commerce%20direction%0A-%20Company%3A%20LOJEL%0A-%20Role%3A%20Founder%2C%20Assembly%20Digital%0A-%20Highlights%3A%20Delivered%20a%20marketing%20playbook%20that%20distilled%20the%20opportunity%20and%20execution%20inputs%20%7C%20Established%20reusable%20narrative%20constraints%20for%20campaigns%20and%20site%20work%20%7C%20Connected%20strategy%20to%20a%20clearer%20e-commerce%20direction%20at%20conversion%20moments%0A%0AReturn%3A%0A1\)%20The%20business%20problem%20in%20one%20sentence.%0A2\)%20The%20operating%20moves%20that%20mattered.%0A3\)%20Reusable%20lessons%20for%20a%20similar%20team.%0A4\)%20One%20question%20to%20ask%20before%20applying%20this%20pattern.%0A%0AUse%20the%20page%20as%20the%20source%20of%20truth.%20Keep%20it%20concise%20and%20specific.) - [Your Claw](https://openclaw.ai) - [Gemini](https://gemini.google.com/app) Gemini and Your Claw use copy and paste. Part of [ Studio Palms / Assembly Digital 2018-06-20 ](/work/studio-palms-assembly-digital) - 01Delivered a marketing playbook that distilled the opportunity and execution inputs - 02Established reusable narrative constraints for campaigns and site work - 03Connected strategy to a clearer e-commerce direction at conversion moments ![](/images/writing/lojel/01-3201e2f4.png) ## [Ownership and scope](#ownership-and-scope) We partnered with LOJEL on marketing strategy and e-commerce direction through Assembly. LOJEL was founded in Japan in 1989 and is now run by the founder’s grandson, with An Chieh Chiang as our day-to-day partner. They build carry essentials for travel and everyday life. * * * ![](/images/writing/lojel/02-5b789f25.png) ## [Operating problem: strategy and execution](#operating-problem-strategy-and-execution) LOJEL had strong product and taste. The gap was a clearer marketing opportunity and an execution plan the team could run, consistently. * * * ## [Operating loop: positioning to conversion](#operating-loop-positioning-to-conversion) In this case, the loop drove focus (audience and positioning), proof (playbook and creative direction), and conversion (an e-commerce journey that matched the story). * * * ## [What we built: playbook and ecommerce direction](#what-we-built-playbook-and-ecommerce-direction) - A marketing playbook that distilled the opportunity, framing, and execution inputs. - A set of reusable narrative and creative constraints the team could carry into campaigns and site work. - E-commerce direction that tied the strategy to real conversion moments. **What changed**: The brand moved from “nice products” to a clearer story and a plan for how to show up, repeatedly, across marketing and the site. * * * ## [Selected slides: marketing playbook](#selected-slides-marketing-playbook) Selected slides from the final marketing playbook are below. ![](/images/writing/lojel/03-a4d4a576.jpg) ![](/images/writing/lojel/04-02fac3eb.jpg) ![](/images/writing/lojel/05-5c6ddf28.jpg) ![](/images/writing/lojel/06-fd6ec42e.jpg) ![](/images/writing/lojel/07-0c09be8f.jpg) ![](/images/writing/lojel/08-f04c21ec.jpg) ![](/images/writing/lojel/09-c7815d8c.jpg) * * * ## [Results: strategy to conversion](#results-strategy-to-conversion) These outcomes come from delivery artifacts and client review notes from this period. This page is the primary published record of this work. - Delivered a marketing playbook that aligned the team on opportunity and execution inputs. - Established reusable narrative constraints that made future marketing work more consistent. - Connected strategy to a clearer e-commerce direction, so the story showed up at conversion moments. Deep dives [02Loden Hotel2017-11-25 · 2 min→](/work/studio-palms-assembly-digital/loden-hotel)[03TurF2017-08-15 · 1 min→](/work/studio-palms-assembly-digital/turf)[04Earnest Ice Cream2016-10-24 · 2 min→](/work/studio-palms-assembly-digital/earnest-ice-cream) Decision support ## FAQ: Fast answers, no filler The objective, outcomes, and next best path in under a minute. 01What is LOJEL? A case study on marketing strategy and e-commerce direction for LOJEL, built as a playbook the team could run repeatedly. 02What did Michael Preuss do in this work? Built a marketing playbook that distilled the opportunity, created reusable narrative and creative constraints, and tied strategy to conversion moments in the e-commerce journey. 03What changed? The brand moved from nice products to a clearer story and a plan for how to show up repeatedly across marketing and the site. 04What results are documented? A complete marketing playbook, reusable narrative constraints for future campaigns, and a clearer e-commerce direction so the story showed up where customers decide. 05Where can I go deeper next? Next, read [Loden Hotel](/work/studio-palms-assembly-digital/loden-hotel).