At James Arthur Design Co., we believe creative marketing works best when it tells a story. One that creates a connection long after someone scrolls past or turns the page. That’s exactly what happened when we partnered with Joey Pivot Lift, a compact lift manufacturer based in Anna, Illinois.
We were challenged to turn a simple industrial product into something memorable, something people would care about, something people could recognize. What started as a routine advertising assignment became one of our favorite lessons in the power of unique and creative marketing via literal storytelling.
The Challenge: Finding One Sardine in a School of 1,000
Joey Pivot Lift builds compact, battery-powered lifts. A more affordable, maneuverable, and versatile alternative to traditional large industrial scissor lifts.
Their new product line was set to appear in a community catalog known for promoting goods and services to a loyal, niche readership. Publication of this magazine is printed and delivered monthly. The audience was captive, but the competition was visual noise.
Most companies simply dropped in product photos, specs, and phone numbers. The catalog viewers are exposed to the same not-so-creative marketing campaign month after month. No emotion. No story. No reason to stop flipping the page. Joey needed something different. A creative approach that would break through the monotony and capture attention in a space where creativity and storytelling wasn’t expected.
The Idea: A Story to Follow and Embrace
Inspired by illustrated ads of the 1940s and 1950s, we proposed a serialized, story-driven creative marketing campaign. A running adventure that would unfold month by month across the catalog’s pages.
The series, titled “The Adventures of Lin and Joey,” followed a young boy and a lost kangaroo as they navigated challenges to reunite Joey with his family.
The connection was symbolic: just as a joey (young kangaroo) rides safely in their mother’s pouch, the operator of a Joey Pivot Lift rides securely in the “pouch” of the lift.
Over 12 months, the campaign blended traditional product ads with eight full-page illustrated story episodes. Five months into the campaign, readers were hooked on the adventure. Families eagerly checking each catalog for the next episode. During the July “intermission,” we ran a narrative-style ad reminding readers that Joey wasn’t just a story. This was a real product they could use in their daily work.
The Impact: A Community Captivated
The campaign ran throughout 2023, concluding the series near the holiday in time for merchandise sales. The results were better than any dashboard could measure because they were human.
Families called and wrote to the company asking what would happen next in the story. Kids within the community fell in love with the characters. Adults were genuinely vested, and Joey Pivot Lift provided an opportunity for those families to bond around the association of the Joey brand.
Without a single digital ad or boosted post, Joey Pivot Lift became part of the community’s shared conversation. Proof that emotional connection can outperform algorithms with the appropriate, yet creative marketing strategy.
The Creative Marketing Process
The idea came from a love of nostalgic storytelling. Waiting for the next issue of a favorite comic book back in the 1980’s. Inspiration also struck from the Ovaltine storyline in A Christmas Story. The kind of excitement from storytelling that made people feel like part of something. The families following Lin and Joey felt like they were on the adventure with them.
All illustrations, layout and design were produced at the James Arthur Design Co. studio by our senior design team, merging vintage inspiration with modern composition and brand continuity. The narrative was also composed in-house. Working in combination with the design team the story drove the visual elements bringing life to our readers.
We didn’t set out just to sell a product. We set out to prove that even in traditional advertising spaces, creative marketing can quite literally lift a brand.
The Bigger Lesson: Why Listening Still Beats “Expert” Marketing
The success of Lin & Joey wasn’t just about design, marketing, or even selling a product. It was about listening and communication.
Too many brands and agencies forget that marketing is about people, not platforms. When campaigns start chasing trends, protecting egos, or earning “social credit points,” even international brands can lose their connection with real audiences and customers.
Think of the recent missteps from Bud Light, Balenciaga, Jaguar, and Target. All were very public examples of what happens when advertisers stop listening to the people they serve.
That’s where smaller studios like ours have an advantage. At James Arthur Design Co., we don’t have layers of committees or corporate filters. We work closely with clients, learn who their customers really are, and craft strategies that feel personal, not performative.
Every project we build, whether it’s a local brand refresh in Southern Illinois, a creative marketing campaign for a business in Cape Girardeau, or a national digital rollout, starts with one simple goal: understand the mission, the audience, and the “why” behind every design and every word.
And that difference shows. Our work doesn’t just look good, it speaks clearly, connects authentically, and moves the needle where it matters most: with real people.
The Takeaway
The Lin & Joey campaign reminded us why storytelling still matters in creative marketing. It’s not about selling a lift; it’s about helping people feel something about the brand behind it.
When creative marketing focuses on creating a connection to the brand instead of content volume, engagement becomes genuine and lasting.
At James Arthur Design Co., we believe creativity, empathy, and a good story will always outperform a generic marketing template. You should give us a call because I would love to hear your story.
