Fossil Brand Strategy
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A self-initiated proposal exploring an evolution of Fossil’s core values in lieu of a visual refresh.
Competitive Landscape
A light overview of brand voices that drove the Core Values of like-minded brands including examples of how this plays out in their content.
Current Core Values
A map of the current values with observations and prompts that push for a deeper conversation.
Proposed Core Values
Thoughts on refined values that could be discussed. These values aim to dig deeper to unveil humanistic principles and characteristics that drive our behaviors and the brand itself.
Defining a Tagline
Several examples that could serve as a jumping-off point for developing an aligned tagline or “rally cry” to stand behind.
Developing Marketing Strategies
The outcome of a strategic brainstorming session as well as a thorough analysis of Consumer Trend Reports, and how those align with brand values and missions.
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Role: Senior Art Director
Firm/Agency: Fossil
Year of Project: 2017