Citizen Watch

Role

Designer and art direction contributor.

Task

Refresh the brand for all OOH, POS, digital banners, and other print materials. Develop the brand book to be used by global in house and partner creative teams.

Impact

The delivered brand toolkit is used to reach their global audience through product showcases and advertisements.
All partnered retailers and global in-house creative teams will work based off the framework we built through the brand toolkit.

The revamped brand was built on the principle that “Light is Life,” playing off of the fact that the sun is essential to life, and Citizen is known for their eco-conscious watches, which are powered by light instead of battery. Circle crops are intentionally used throughout the brand system to mimic both the shape of a watch face and the sun, and strategically provide white space for important CTAs and other copy. All photography was chosen for its richness in texture and lighting, reflecting a similar abundance of life.

These principles were stretched across an adaptive system that is meant to cover any assortment of placements needed, print or digital.

Some pages from the brand book: