VerX
The Challenge
I crafted the concept and demo in May 2020 based on a few product photos and specs provided by a foreign brand.
It’s a demo to showcase how I usually create a brand & content strategy from scratch and what foreign brands can do when entering the Chinese market.
USP: Limited edition automatic watches made with in-house modified movements for watch enthusiasts.
Target audience: Watch enthusiasts; Minimalists.
***Note: The brand concept & persona were missing.
Challenges: 1) Segmentation 2) The gap (opportunities) 3) The brand value 4) Localisation
The Solution
I redefined the target audience based on research & insights.
I reinforced the concept with a brand name, core value, character, and tagline that can resonate with the target audience.
Brand Name
VerX
Tagline
Be Present.
Core Value
VerX is committed to making minimalistic, high-quality mechanical watches with in-house modified movements that are worth the price and a lifetime of collecting.
VerX encourages a lifestyle that is not limited by time, empowers everyone to listen to their souls and Be Present in the Moment.
My Recipe for Successful Brand Strategy
Persona
Age: 21 – 28; 28 - 35 years old.
Gender: Male
Location: First/Second-tier cities in mainland China
Income levels: Medium - High
Content Strategy - Direction #2
Product Design
Colouration: Navy Blue (healing colour)
Movement: In-house modified movement;
Open-heart flying wheel
Concept: A Unique Fusion of Craftsmanship and Aesthetics
Limited edition: 60 pieces
Concept Generation
Concept & Slogan: Be Present in the Moment.
In the digital age, people suffer from a fast-paced lifestyle affected by the mass deployment of technology.
Men have nothing different from women in terms of privacy and intimacy.
Why not put down your phone, be quiet for a moment, and enjoy life as it is?
Pick up a pen, open (your) Heart, and write down how you feel in the present moment.
The concept encourages users to live in the present moment, not limited by ‘time’ and ‘space’, not influenced by ‘collective consciousness’, dare to express their thoughts, and pursue the type of love they desire.
Localisation - Direction #2
Social Content | Video Scripts
Be Present in the Moment
专注当下
「表」达「心」意，传递能量 | VerX
极简主义的外型设计圈粉无数，
沉稳的治愈蓝调让人瞬间平静，
精湛的技艺更是令人着迷。
全新升级版海鸥2528全自动机芯，
配备改良机械方案，
拆装、调试、测试，双重检测，
每个细节都严格把控，
「全心」星夜月相设计，
大日历显示让你轻松记住每一个重要的日子，
表面指针设计去繁从简，
一枚「全心月相自动机械腕表」精准重现。
在匠人的精神世界里，高精密的计时工具容不得半点差池。
除了出众的工艺，细节设计也不能有一丝马虎。
月相的星夜设计和表面的夜空蓝完美地融合了在一起。
经典皮革表带的搭配，多了一些法式浪漫，对美的追求从未停止。
这源自于 VerX 设计师和工匠们手中的温度以及对于钟表制作的热爱，
使得每一枚表都有温度。
夜里，
没了马达的轰轰声，
也没了西装革履的束缚，
不妨来杯日式威士忌？
放下手机，
让手中这枚有温度的腕表陪你一杯威士忌的时间，
就让自己专注在这一时刻，
「打开心」
凝望星空，
用秒去记录每一个平凡但值得回忆的时光。
VerX 注重品质和每一位顾客对我们寄予的期望，
全球只发售超级限量版60枚。
此时此刻，世界各地佩戴着这枚腕表的Ta们，
也许，
也正在和你一样，
凝望着星空。
