Evolving a Beloved Brand Amidst Business Transformation
It all started back in 2012, when Bertha Co-Founder, Brett, first created the Hodinkee brand identity that reaches millions of watch enthusiasts today. Nearly a decade later, Hodinkee would engage Bertha to help position it for their next phase of growth.
Research showed that the Hodinkee audience was fiercely loyal (they have one of the highest NPS scores we’ve seen), but as the size of their audience exploded, deep connection to the brand began to feel out of reach for the newer members of the community they helped to cultivate. They had democratized watches, and now, it was time to democratize the brand experience.
A Vessel Brand
Hodinkee wanted to restate clearly that they are a venue for the entire watch world to come together. So we set out, in close collaboration with Hodinkee’s in-house design team, to clarify the visual brand across all channels as a vessel for the energy and beauty that draws everyone to that world in the first place. We did this by simplifying, so the content, commerce, and community could shine even brighter.
All things watches.
In collaboration with Hodinkee’s design and marketing teams, we built a campaign that brings obsession with watches into sharp detail. Intimate focus was placed on the small, obscure, or unexpected details that tug at the hearts of seasoned collectors and spark the curiosity of newcomers.
With detailed photography, video, and audio, we aimed to portray the indelible moments one can only experience when handling a fine timepiece in person.
