The initiative was supported by insights and design from Hong Kong and Singapore branding agency Stepworks.
After a few years of success, Legacy Artisan sought a refreshed approach. The business involves sourcing and retailing rare and desirable watches.
The company realised customers bought its timepieces to mark milestones in their lives. To amplify and own this idea, it invented the category of “biography watches” – heirloom watches that celebrate the story of their owners.
A rich source of engaging content
Biography watches previously owned by celebrities and historical figures command record prices from collectors.
In addition to developing stories around its own products, exploring the timepiece preferences of well-known people gives Legacy Artisan a valuable content platform.
Every timepiece tells a story
The brand building team amplified Legacy Artisan’s storytelling approach in several ways.
It created a design language inspired by storytelling traditions, which informed Axiom Design Partnership’s showroom interiors. Legacy Artisan’s new logo is supported by the positioning phrase, Once upon a watch.
A springboard to cost-effective growth
The new logo features a custom typeface developed to reflect the brand’s commitment to artistry, story and celebration.
A complete brand identity system was designed that would enable the Legacy Artisan team to easily develop on-brand content.
Along with a fresh and relevant brand identity, the biography watch category enabled Legacy Artisan to stake out a unique position among its peers.
The collaboration gave the business everything needed to build a library of new stories inspired by its happy, celebrating customers.
