The Opportunity:
While some international watchmaking events have a long history, none have a daring tone of voice. Their languages and styles are either basic and formulaic, or solid and plain safe akin to a "Times" magazine. We needed to sound and look like the disrupters... while maintaining the decorum that goes with representing heritage names and brands. So we couldn't go "Adbusters", but we could be the industry's "New Yorker" at least.
We created a unique tone and visual identity for Dubai Watch Week, inspired by editorial artwork, appealing to both seasoned horology enthusiasts and newcomers to expand the event's audience.
It balanced refinement and approachability in tone, using vibrant illustrations and simplified communication to break barriers for newcomers while avoiding a message overload. Implementation included visually captivating campaigns with dynamic animations, and adopting a more attention-grabbing yet refined design language.
The illustrated pieces and storytelling were also used as part of the EDM campaigns and landing pages, and were supported by a friendly and witty copywriting that took slight inspiration from tabloid reporting, to blend informative and entertaining content without overwhelming the audience.
The communication language was established in 2021, and further evolved in 2023, when a first of its kind glossary was developed and published by DWW. "In an effort to conserve and perpetuate the love of horology, Dubai Watch Week unveils the first ever Arabic Watch Glossary with over 220 translated terms to assist watch enthusiasts profess their expression of time in Arabic."
