We helped steer the rebrand into daily use, then built the content engine behind the shop: weekly shoots, weekly delivery and formats people came back for.
For a retailer moving from a small office to Bond Street: brand stewardship, content and operations held together by one team.
The brief
A growing watch dealer moving into a more serious chapter. The new identity needed to work beyond a guideline deck, while a feed dominated by stock photography gave the audience little reason to stop or return.
What we did
We helped guide the rebrand from strategy into use, working with the identity partner to carry its logotype, monogram, material palette and type system into real applications. Then we ran content as a weekly operation: in-house shoots, delivery every week and monthly reporting, with formats worth returning for rather than one-off posts. Who Wore What put a reference on someone people already followed. Complete The Fit made the audience choose. Choose Your Watch put four on a wrist and let them argue. Product posts became the exception. Alongside it we supported the brand work, stood up the new store, and put the operations behind it in place: back end, CRM and a process for handling enquiries on pieces at this level.
Brand system
A recognisable system, shown simply.
The identity was led by 2XELLIOT. We helped steer its rollout and make it useful across the store, website, campaigns and weekly content.
- Dark brown#2B231F
- Astral blue#D4E6E2
- Camel#BDA078
- Stone#DAD9D6
Content
A publishing system, not four isolated posts.
Weekly photography, styling prompts, cultural references and repeatable editorial formats turned the feed into a recognisable part of the brand.
What happened
We joined a small office in East London. The brand moved to Maddox Street, and is now on Bond Street. The formats travelled further than the account: the same style of content is now the standard across the watch trade.
Also a Nowhere Near Group client. Group tells you what the business did. This page is what we made.