WATSON’S | DIGITAL BRANDING
Interactive Design, Message Strategy, Concept Design, Production Design, Branded Experience, Digital Design
Watson’s sells lifestyle products. With this in mind, our design goal was to bring the tagline, “Life’s Best Moments Start Here” to life. To do this, we created a variety of digital elements that weave their way throughout the store. Our designed including an integrated digital signage system and monumental digital welcome board. We utilized a networking system from Samsung with remote access. This system allows us to remotely update all devices on a network, add content, create schedules, and more. Then, we expanded our digital signage system to all of Watson’s franchises and accessory stores. All stores across the region accessed from one point.
In Sharonville, the brand experience starts with a digital photo wall at the entrance. The design encourages customers to think about the happy memories created from Watson’s products. The design was inspired by family photo albums and “split-flap” train schedule boards. 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 design 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. First, we had them cut the overlay out on a waterjet machine. Then, we designed individual compositions for each of Watson’s nine product categories and divided them into a grid. After this, we animated the flipping and transitions in After Effects. We tried a variety of “flip” changes at different speeds until we landed on a finalist. Finally, we added sound effects to complete the illusion.
In-store, digital graphics anchor each department and act as wayfinding. These department anchors are a mix of hex video screens and lit department name signs. The videos depict the emotional essence of the category. They also act as a constant reminder to customers of how this product will enhance their homes and lives.
We sprinkled vertical, “digital banners” throughout the store and control the content remotely, so these displays are dynamic, targeted, eye-catching and uniform. The digital content and animations were all custom designed. We even designed the icon library used in the digital content just for Watson’s. The result is a customized delivery of key messages for each department.
Content includes promotional events, vendor specials and overarching Watson’s messaging. 22 monitors deliver 116 different messages according to their location, date, and promotion. Since our remote system can even deliver content to all of Watson’s various locations from one place, we can now ensure content is consistent and on brand at every location. This system revolutionizes the retail environment and is both cost-effective and functional.
Our custom designed iconography library comes to life in the digital space. With intentionally simple animation techniques, the brand messages read as cheeky and fun without coming off as overly complicated.
We also designed a video wall for one of the larger spa vendors at Watson’s. Four screens play vendor content as one seamless video.
We designed interactive iPad stations in the pool education area. These kiosks act as a visual aid for sales staff as well as an opportunity for self-guided education for customers.
Our custom Part’s Butler is an interactive database designed just for Watson’s. The system streamlines pool accessory products into one simple, user-friendly interface. Instead of cluttering the floor with posters full of line items, the Part’s Butler makes everything simple. Users can search for items, compare costs, and print SKUs directly to the sales counter. The system design also uses the icon library developed for Watson’s, creating continuity through the store.
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 Watson’s design. In this new look, the high-value vendor shares a cohesive look with the rest of the store while paying homage to the vendor’s brand.
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.
Strategy: White Design Studio is your strategically-focused design source. Our marketing communications are custom-tailored to meet our customers’ objectives. Our creative solutions take many forms, but all are designed for maximum effectiveness. Each solution delivers key brand messaging to a wide variety of audiences.
Brand Audit: Every brand needs realigning every five years or so. White Design Studio provides comprehensive brand audits to help evaluate what existing materials support or, more importantly, dilute your brand. We’ll make your identity stronger and offer suggestions to move your group to a more integrated brand experience.
Brand Guidelines: Every use of your brand is an opportunity to reinforce your messaging and differentiate you from your competition. Our Brand Guidelines, or Brand Platforms, ensure that each opportunity is meaningful and effective. These Guidelines are your branding playbook; illustrating your brand story and defining graphic rules for use in designing brand materials. We’ll help guide you on not only how your brand talks, but how it looks as well.
Branded Experience: Sometimes called Environmental Graphic Design or Experiential Graphic Design, White Design Studio designs and creates strategic, compelling and memorable experiences. Our solutions deliver key messaging, branded specifically for each target audience. Workplace, Corporate Briefing Centers, Showrooms and Lobbies, Museum Displays and Exhibits, Retail Showrooms and Store Design are all great examples of White Design’s sweet spot of design, fabrication and installation capabilities.
Interactive: We combine unique technologies and fabrication techniques to create impactful interactive solutions for conveying our customer’s messaging objectives. Our installations deliver critical information to all of your audiences in a way that is entertaining and memorable. RFID, Projection Mapping, Touch, Proximity Detection and the use of Motion Activated Devices are just a few of the tools we use to deliver your message. White Design Studio’s goal is to make the technology invisible so nothing comes between your audience and your message.
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.