EDIT by Seddiqi Holding
Changing the face of watch retail
EDIT by Seddiqi Holding
Contributions
Brand Identity
Industry
Retail
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Building a brand for a multi-brand retail platform to shake up the fashion watch industry.
BOND has collaborated with Seddiqi Holding to create and launch its latest brand – EDIT. The two companies have been working together throughout 2023, to craft not just a brand visual system, but an experience. BOND played a pivotal role in crafting EDIT’s clear strategy, dynamic identity and its name.
The new brand has been wrapped in a bold visual language, and its design system is dynamic which allows EDIT to champion its wide portfolio of products, whilst retaining a visual essence there is undeniably EDIT.
The name speaks for itself – As an editorial brand, our name wrote itself. EDIT, as the name suggests, is a compelling, coveted and curated collection put together by indisputable experts. It fits trends, seasons and hard-to-find styles, creating a connection. And it builds on the language of editorial content that drives action and demands emotion.
A dynamic logo with lots of energy. At the heart of the brand is the logo, which rarely stays static. It opens and closes to EDIT’s curated world of watches and accessories. It’s playful when it needs to be, confident at all times - with plenty of attitude.
A campaign platform that invites people to own their moment . Once the brand was in place, we needed to create a launch campaign with the power to become the driving force of EDIT’s communications. Our concept? Own your moment.
Capturing a mood. BOND managed the EDIT photoshoot to create the initial image library that is used across all brand communications that appeal to our defined audience of young adults.
Taking our message to the city. The brand and its personality were brought to life in impactful media channels where the audience lives and goes to be inspired. They included editorial features, wide-scale digital out-of-home across Dubai.
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