WATSON’S | DIGITAL BRANDING
WATSON’S BRAND COMES TO LIFE THROUGH A VARIETY OF CUSTOM, INTEGRATED DIGITAL ASSETS THROUGHOUT THE STORE.
Watson’s sells lifestyle products. With this in mind, our goal was to bring the tagline, “Life’s Best Moments Start Here” to life. To do this, we created a variety of digital elements – including an integrated digital signage system – that weave their way throughout the store. Utilizing a new networking system from Samsung, we can remotely access all of Watson’s digital devices allowing us to update content, create schedules and more. This networking solution also allows us to expand our digital signage system to all of Watson’s franchises and accessory stores across the region, all from one access point.
In Sharonville, our digital experience starts with an electronic photo album at the entrance to the store. What better way to get customers thinking about the happy memories they will create by providing their family and friends with “all the fun” from Watson’s. Not just inspired by photo albums, our custom entry feature also drew inspiration from the “split-flap” walls used on train schedule boards overseas. We loved the tactile quality of flipping through photos as well as the subtle sound they make. Since a real flap display would be impractical, we opted to mimic the essence of a split-flap wall. To create this, we used two 75” connected monitors shrouded behind a waterjet-cut steel fascia. The effect is an array of 72 individual tiles that mimic 72 photos.
To make our feature come to life, our friends at Vulkane fabricated a custom steel overlay cut out on a waterjet machine. We created individual compositions for each of Watson’s nine product categories which we then divided into a grid. After this, we authored the animation in After Effects, choreographing the flipping and transitions. We tried a variety of “flip” changes at different speeds until we landed on a finalist. Then, we added sound effects to complete the illusion.
In-store graphics anchor each department with a composition of hex video screens and illuminated department name signs. The videos depict the emotional essence of the category and act as a constant reminder to customers of how this product will enhance their homes and lives.
Content for the digital banners sprinkled throughout the store is controlled remotely making these displays dynamic, targeted, attention-getting and consistent. We designed and produced all of the digital content using the graphic guideline book and custom icon library we created explicitly for Watson’s. The result is a customized delivery of key messages for each department, promotional event, vendor special and overarching Watson’s messaging. 22 monitors deliver 116 different messages according to their location, date, and promotion. Our remote system can even deliver content to all of Watson’s various locations from one interface, making content consistent and on brand at every location. This system revolutionizes the retail environment and is both cost-effective and functional.
Our custom iconorgraphy library comes to life in the digital space. We purposefully used simple animation techniques to make brand messages cheeky and fun without coming off as overly complicated.
Using the digital networking solution from Samsung, we were able to create a video wall for one of the larger spa vendors at Watson’s. Screens are customized to any configuration and can all be updated remotely to play as one seamless video.
iPads in the pool education area act as a visual aid for sales staff as well as an opportunity for self-guided education for customers wandering through.
Our custom Part’s Butler database streamlines pool accessory products into one simple interface. Instead of cluttering the floor with multiple posters full of line items, the Part’s Butler has everything organized into one database, providing easy access for customers and sales staff. Users can search for the items they need, compare costs, and have a sheet with all necessary purchasing information printed directly to the sales counter.
Certain areas throughout the store allow for custom displays for specific, high-value vendors. Taking cues from Dolphin’s brand, we integrated key aspects of their look into the overarching Watson’s brand. In this new look, the Dolphin generated video and content shares a cohesive look with the rest of the store while still paying homage to the vendor’s brand.