Custom metal fascia sits over digital memory book at Watson's

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.


Custom steel fascia being built to house digital experience, digital tests on screen, and image of program animating the experience


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.


Custom digital banner system hangs next to video projection and light box wayfinding on showroom floor at Watson's in Cincinnati, Ohio

Custom animations deliver key promotional information to visitors through hanging, digital banner system


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.


Custom designed iconography set for Watson's


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.


Four monitor video wall displays vendor driven content in the Spa Department at Watson's


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.


Dimensional graphics, education panels, and digital experiences educate visitors on how to choose the right pool at Watson's designed by White Design Studio

Close up of iPad kiosk slideshow for Watson's designed by White Design Studio


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.


Dimensional graphics, hanging signage, digital banners, and custom iPad app come together in the Accessory Store at Watson's

Detail of custom iPad app designed for Watson's by White Design Studio


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.


Custom vendor display with real products, digital experience, and static graphic panels



White Design Studio is a multidisciplinary design firm located in Columbus and Cincinnati, Ohio. We specialize in the design, production, and installation of integrated branding solutions. Our solutions orchestrate corporate identity, marketing, storytelling, environmental, photography, video, print and interactive elements. At White Design Studio, we believe the best way to communicate your brand’s story is through branded environments and experiences. We work with manufacturers, service providers, non-profits, architects and developers, agencies, distributors, governments and municipalities, and museums. First, we identify the work that a campaign, space, or interactive needs to do. We can then model a vision of what success looks like, and design to meet that vision. We are passionate about helping clients communicate their value through well-crafted storytelling, a consistent 2D, 3D, and digital design approach and expert production techniques.
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White Design Studio operates most efficiently in the design sweet-spot between environments, identity, and communications. Comfortable stretching any direction, we are at ease designing for one element. But, we are at our best when we can combine each element to develop a fully integrated brand and messaging system. We collaborate with industry-leading professionals on large-scale projects, but can also comfortably operate as your single-source design partner. We partner with Developers, Architects, Engineers, Facility Managers, Creative Directors, Marketing Departments Advertising Agencies and other Design Studios.