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
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.
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
Age: 21 – 28; 28 - 35 years old.
Location: First/Second-tier cities in mainland China
Income levels: Medium - High
Content Strategy - Direction #2
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 & 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
「表」达「心」意，传递能量 | VerX
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，