Watertown logo

The Problem

Our client came to us after purchasing the established brand outlet centre Harbour Town with the aim of aligning their new acquisition to their suite of Watertown properties across South East Asia. Our challenge was to bring their new image to life through a strong rebranding creative campaign.

Understanding people use brands as a personal expression of who they are and what they stand for, our campaign invited people to consider and reflect upon what was important to them. How did they want to be perceived by their peers? To address this challenge we developed the creative concept ‘What’s Your Brand?’ bringing ideas to life with effective messaging via platforms including TVCs, radio, social and outdoor.

With our What’s Your Brand concept in play we executed a successful rebrand involving designing and updating all launch collateral, onsite signage, press and outdoor media. Our designs were aspirational, embodying the types of customer we wanted to attract. Here the goal was to build desire around what it meant to shop at Watertown.

The solution

At every touchpoint our design intent was to make people feel like they belong to an exclusive shopping circle, while appealing to their desire to be individuals inside that circle.

Our catalogue design and campaign photography highlighted how fashion-savvy shoppers could capture their own individuality and personal brand at Watertown.

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