Brand Discovery and Research
Stakeholder Interviews
Engaged in deep discussions with the company’s founders, stakeholders, and key team members to understand their vision, mission, values, and goals.
Market Analysis
Conducted comprehensive research on the watch industry, identifying trends, market gaps, competitors, and potential opportunities.
Target Audience Profiling
Created detailed profiles of the target audience, understanding their demographics, psychographics, lifestyle preferences, and purchasing behavior.
When I developed the logo I was inspired by a ”core” value of being true to one's self and never compromising. A term I kept hearing in my head was "Be true to your core”. A value that the owners shared with me. The purest layer, thought, or idea is at the core of everything. A cube with many sides, messages, and views still has a single “core” idea.
Defining Brand Core
Brand Purpose
Articulating the "core" purpose of the brand—why it exists beyond making profits. This could be to inspire elegance, innovate in timekeeping, or promote sustainability. Giving the user the ability to go through life with their "core" values and never compromising.
Brand Vision and Mission
Developed a clear vision statement that outlined the brand’s long-term aspirations and a mission statement that described its day-to-day operations and goals.
Brand Values
Identified the key values that the brand stands for, such as craftsmanship, innovation, luxury, sustainability, or heritage.
Brand Positioning
Unique Selling Proposition (USP)
Defined what sets the brand apart from competitors. This could be unique materials, cutting-edge technology, bespoke craftsmanship, or a distinctive design philosophy. All of these were defined as well as their unique and one of a kind design features. Switch-blade shaped hands and a "sin" window instead of a date.
Brand Story
Crafted a compelling brand story that communicates the brand’s heritage, inspiration, and journey. This story resonated emotionally with the target audience.
Visual Identity Development
Logo Design
Created a distinctive and memorable logo that encapsulated the brand’s essence. This included deciding on the logo type, typography, and color scheme.
Color Palette
Selected and developed a simple a color palette that reflected the brand’s personality and evoked the desired emotional response from the audience. Blue is often associated with trust, calmness, and reliability. It can also evoke feelings of security and stability.
Typography
Choosing fonts that aligned with the brand’s identity, ensuring consistency across all visual communications.
Visual Elements
Developed additional visual elements like patterns, icons, mood boards, and imagery styles that reinforce the brand identity.
Brand Voice and Messaging
Tone of Voice
Defining the brand’s tone of voice—formal, casual, sophisticated, friendly, etc.— was a fun and quick exercise. I conducted a quick archetype defining activity with the owners and applied the tone to all of their communications in order to ensure consistency.
Key Messages
Developed their key messages and taglines that succinctly convey the brand’s value proposition with the target audience.
Brand Touchpoints
Packaging
Design packaging that reflects the brand’s identity and enhances the customer’s unboxing experience. This includes the watch box, manuals, and any additional accessories.
Website and Digital Presence
Created a visually appealing and user-friendly website that showcased the brand’s identity, products, and story. Ensured consistency across all digital platforms, including instagram, facebook, and YouTube.
Retail Experience
Designed the in-store experience to reflect the brand’s identity. This included display designs, posters, and customer service protocols.
In addition to the brand and watch designs I handled all social media posts for instagram, YouTube, Threads, and facebook.
