BRAND STORIES

Having defined the brand via different methods to account for the nuance that is involved in bringing clarity, the final summation was aggregated into three main story arcs. The story arcs act as a unifying element that allow the brand to navigate through changing times with clarity of what the brand stands for. Both product and communication can be tied together and aligned to a ‘North Star’ early in the design process.

These condensed brand stories allow for the brand to be defined with simplicity and clarity without radically limiting the kind of design outcomes or communication avenues that the brand would naturally express itself through. They are as follows:

1) “Best Practices” The idea of a best practices has been there since Tata’s conception. With the introduction of the 8 hour work week and medical benefits for its employees, Tata has always been about fair play and empathy. This is the ‘why’ that guides the company to practice business as it does. This is the brand’s unchanging core.

2) “Evolving Relationship Dynamics” Evolving relationship dynamics expands on how the brand is built on the idea of pursuing connection. The gift culture and symbolism of a watch makes it a object of great value. Evolving relationships allow the brand to blur the divides between age and gender. This works at solving the business goal of creating adoption by allowing new users to discover the brand through the support of existing users. This is what keeps changing in a manner that can aid memorability.

3) “Future Forward” Future forward allows the brand to take ownership of the developments that happen in the world of watches. As the business exists today, Titan follows in the path trodden by other companies. It was perhaps one of the first brands to come up with the smartwatch but it did not release. It. Stepping into new territory involves risk but it is the only way that the brand that be remembered for real innovative leaps. Future forward suggest a plan of action that attempts to look at the watch as a platform for more elegant interactions. Instead of looking at the watch as an object of style, fashion or status, Future forward attempts to stretch the walls of the gadget-like smartwatches to explore solutions that can bring real value to the life of users.

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DESIGN LANGUAGE

The setting up of a design language is one the most effective ways for a brand to differentiate itself from its competitors and create harmony within its product portfolio.

A design language allows users to perceive difference between companies that sell the same kind of product. Design language enables the user to discern the difference even if they are not able to articulate it.

If this kind of differentiation is done successfully at a product level, it aides the company’s core communicate by bringing about coherence in the perception of the brand in the user’s mind and thus helps create a more memorable brand. 01 DESIGN LANGUAGE

What is design language? How does it manifest in products? Why should a company invest in creating a design language for their products?

06 TITAN CASE SHAPE VARIANTS

What are the differentiated case shapes that will need to accounted for in the design language system?

02 DESIGN LANGUAGE AT SCALE

How does the execution of design language change with scale? How do we see design language play our with watches?

07 SILHOUETTE, SURFACE & DETAIL

What does the process of creating a design language system for products look like?

03 APPLICATION ON TITAN

What is the best system that can be adapted to Titan’s business model?

04 MANUFACTURING

What are the manufacturing constraints and touch points that such an exercise will need to touch base with? 05 WATCH CONSTRUCTION AT TITAN

What options can a designer leverage from a manufacturing stand point to play with the design and construction of watches at Titan?

08 DEVELOPMENT

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