Michael & Roy Watches
Concept branding for a welcoming and unassuming, watch collecting community brand inspired by friends and family that build you up and support your interests. Entering the world of watch collecting can be intimidating. When you’re just starting out, those with a large knowledge base can be scary to try and talk to in order to learn more. The challenge was how to make the brand appear reliable and knowledgeable but not intimidating.
Meet Michael & Roy
Michael & Roy were my grandfathers, they were both hard workers that valued reliable tools. From Michael I got my work ethic. From Roy I got my curiosity for the world.
When thinking of the kind of people that I wish I knew in the watch collecting community when I was getting started, they popped into my mind.
They’re reliable, knowledgeable, and willing to lend a hand to beginners, just the people you’d want to know.
The concept of humanizing the brand by giving them visible characters to relate to and feel like they’re communicating directly with resulted in strong positive feedback when presented to a test group that was unfamiliar with watch collecting.
Early Concepts
Style Guide Examples
Adventure
Campaign
As part of a hypothetical marketing campaign for the brand, we envisioned our mascots as famous adventurers from fiction. Think Indiana Jones and Rick O’Connell.
Our heroes now serve as guides to the exciting world of watches and watchmaking.
This campaign leveraged advertising, merchandise, and in person events to establish the brand as a trusted source for newcomers to the collecting world.
Merchandise
These items would either be worn by event staff or to be given to participants.
