REFRAMED BRIEF

A deep study into the world of watches reveals that the way in which the watch sector works is very unique and that an approach to design in this space would need to be thought of with respect to the path dependency that watches had developed through history.

From a Titan perspective, there was a sense of urgency in developing a strategy that would help differentiate Titan from its competitors and bring in younger consumers. At a brand level, Titan needed to be able to compete with Fashion brands and their perceived face value. At a product level, it needed to be able to be able to create differentiated products that were memorable to users. Technologically, it was challenged for bodily real estate space by giant tech companies who could very easily upskill to make smartwatches. To develop ‘just another product’ without knowing what business goal it would serve would be futile given the Titan context. Thus, the redefined brief was to develop a range of approaches that attempt to recraft the wristwatch value proposition from a Titan point of view.

The project ends with the initiation of a full fledged design language project for Titan products, the release of a new Raga watch series and product development for a new genre of smart wearables.

4

DEFINING TITAN WATCHES

To be able to effectively embed differentiation and harmony into a brand’s products, one has to start at the roots.

Design within a company takes the shape of the company’s ethos and core values. Thus clarity needed to be achieved to decipher these values and bring fresh clarity to the way that design could be practiced going forward.

Several methods were used to define the brand, its core attributes and these were synthesized into three story arcs. 01 TITAN AT CORE

WHERE ARE COMPANIES HEADED? SYNTHESIS FROM INTERNAL CONVERSATIONS

DEFINING BRAND USING CORE METHOD

Did Titan have a core set of values and principles that affect the product outcomes? Was there a problem in clarity of the core attributes or were the design efforts unsuccessful in creating a differentiated product?

06

How are companies evolving across the spectrum? How do brands differentiate themselves when they are selling the same commodity? How should a company weild the power and responsibility to create its own products? 02

What understanding did the company have of its core values and how did it help them direct product releases?

07

Can a unified structure be used to incorporate all the varied brand defining method? How did the company’s perception of itself differ from that of the user?

03 DEFINING BRAND FROM PARENT BRANDS

BRAND STORIES DEFINING BRAND FROM SUB BRAND CODES DEFINING BRAND USING JUNG’S ARCHETYPES

What can be learned about the Titan brand from looking at how it fit within the matrix of its parent brands? What were the points of similarity and contrast? 04 05

Was there a thread that aligned all the products from different sub brands? How would a user perceive the Titan Brand from looking at its varied products?

(Removed to maintain client confidentiality)

08

Can the core brand be synthesized into story arcs to better suit the storytelling business model? If brands can be looked at like people then what kind of a persona would Titan assume? Who was Titan and how did it feel to interact with him/her?