FOSSIL GROUP (MICHAEL KORS, EMPORIO ARMANI, ONE ELEVEN, MON AMIE)
NAMING
UX
RETAIL
NAMING
UX
RETAIL
Fossil Group is one of the largest watch and wearables producers in the analog and smartwatch categories. Many familiar retail brands live within their world, including Kors and Armani who I worked on extensively.
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In 2016, Michael Kors launched a line of wearable smartwatches called ACCESS alongside my then-team at R/GA. I was the lead writer on a tightknit team who named the watch itself, worked on the watch UX, its companion app, wrote all websites, and created the tagline “Tap into glamour.” We also ideated for in-store content and events. The launch got great press, including from The New York Times, and became the second best-selling product in the entire Kors line. The watch features we created are still active today.
This great relationship with Fossil clients kept going when the company tasked Code and Theory with naming a fleet of new watches. For Emporio Armani, I led naming workshops and defined creative territories in branded decks for various watch lines.
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For two additional watch lines, Mon Amie and One Eleven, the C&T team helped identify brand opportunities across various channels. We explored campaign concepts, brand mantras, and partnership ideas for niche channels like Facebook Groups that were customized to these distinct brands.
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In 2016, Michael Kors launched a line of wearable smartwatches called ACCESS alongside my then-team at R/GA. I was the lead writer on a tightknit team who named the watch itself, worked on the watch UX, its companion app, wrote all websites, and created the tagline “Tap into glamour.” We also ideated for in-store content and events. The launch got great press, including from The New York Times, and became the second best-selling product in the entire Kors line. The watch features we created are still active today.
This great relationship with Fossil clients kept going when the company tasked Code and Theory with naming a fleet of new watches. For Emporio Armani, I led naming workshops and defined creative territories in branded decks for various watch lines.
For two additional watch lines, Mon Amie and One Eleven, the C&T team helped identify brand opportunities across various channels. We explored campaign concepts, brand mantras, and partnership ideas for niche channels like Facebook Groups that were customized to these distinct brands.
THANKS FOR STOPPING BY.
XX, JG