Agency: We Are Rival
Role: Co-Founder / CSO
The challenge
Vanguart, a challenger to the ultra luxury watch space, required a brand strategy and foundation to build their new identity on. It needed to combine the standards and conventions of the luxury category that are expected, with a vision for the future that was unexpected for the category. Using a series of strategic sprints with the founders and creative agency, we aimed to set forth the plan to establish Vanguart as distinctly different luxury.
The strategic choice
Position Vanguart around a combination of heritage and future vision, showcasing what the future could be in each product. Every object crafted by the brand is a tangible representation of what the future could be, created by the exceptional skills honed in the past and present. It's not just the best of today's luxury, but it shows what could be exceptional tomorrow.
My contribution
Co-Founder / CSO at We Are Rival.
The insight
Luxury brands focus on the past and present, not the future. They are rooted in appreciation for exceptional craft and making the best of today's products. However, this often distracts from making what will be exceptional tomorrow.