ESSENTIAL WRIST ATTIRE
TIME PRODUCTS / ACCURIST - 2014
MASTERBRAND RELAUNCH FOR ACCURIST
Accurist was under performing in 2013 and in very real danger of extinction. Time Products, seen (through their brands) as the makers of traditional timepieces, took the opportunity to acquire the brand and immediately set the task to reposition and revive Accurist as a stylish, contemporary British brand.
‘Essential Wrist Attire’ was created as a new brand essence to bring contemporary fashion appeal to the brand whilst retaining its British history and real watch making expertise.
First results from the buyers within the industry have been very positive and the brand saw a positive lift throughout the festive season of 2014, ensuring the brands survival.
First results from the buyers within the industry have been very positive and the brand saw a positive lift throughout the festive season of 2014, ensuring the brands survival.
The previous Accurist logo, ‘True British Design’ positioning and campaign imagery did little to standout from watch and jewellery conventions.
SPRINGETTS BRAND DESIGN CONSULTANTS. ROLE: DESIGNER, DESIGN DIRECTOR & ACCOUNT MANAGER
SPRINGETTS TEAM CREDITS: SOPHIE BURT - DESIGNER
SPRINGETTS TEAM CREDITS: SOPHIE BURT - DESIGNER
The first Accurist TV campaign since the rebrand, for which I was involved in the storyboarding and art direction of the film shoot.
The creative concept was ‘aspiration by association’ and dialling up the ‘Essential Wrist Attire’ position by placing Accurist alongside items of luxury.
Storyline: An aspirational romance, a story laced with luxury.We follow two people as they part-take in a journey to the heart of time in London, their Accurist watches ever a part of their special moments.
Video: https://youtu.be/nfGK9rXVoWY
CREATIVE CONCEPT & STORYBOARD: SPRINGETTS BRAND DESIGN
PRODUCTION: FIN LONDON LTD | MODELS (MOT MODELS LTD): NICK MAJOOR & JESSICA SEWELL
PRODUCTION: FIN LONDON LTD | MODELS (MOT MODELS LTD): NICK MAJOOR & JESSICA SEWELL
