TimeDeco
Industry:
Fashion & Lifestyle
Project Type:
Brand Audit · Brand Research & Strategy · Brand Identity Design · Go-to-Market Strategy · Retail Brand Experience · Customer Journey Mapping
Client Size:
Established Business (24+ years in market, multi-location retail)
Challenge:
The rise of smartphones and smartwatches had fundamentally disrupted the fashion watch category. A watch that once signalled status and personal style was increasingly seen as redundant — something a phone could replace. Time Deco’s existing customers were ageing, their brand image had grown stale, and they were no longer attracting younger shoppers who didn’t see the category as relevant to their lives.
The brand had no cohesive identity guidelines — communications across retail, digital, and social media were inconsistent and fragmented. There was no shared language for who Time Deco was, what it stood for, or who it was for. They needed to rediscover their relevance — and build the strategic and creative foundations to sustain it.
Approach:
We used a design thinking framework combined with brand strategy to understand the brand from the inside out.
Stakeholder interviews and a brand workshop with the founder and executive team
Contextual customer interviews across multiple channels: in-store shoppers and online buyers
Competitor analysis and trend observation across the fashion watch category, identifying where the market was moving and what opportunity spaces remained
The customer research revealed something important: watches are meaningful objects. Gifts for anniversaries and personal rewards for milestones. Collectible pieces for high-street enthusiasts who appreciate design without the price points of luxury fashion houses. We built new buyer personas grounded in real customer interviews, mapping their needs, fears, values, and the full journey from awareness through to repeat purchase. We used these insights as anchor points and translated them into comprehensive brand guidelines and communications strategy.
Outcome:
The brand shifted from a generic fashion watch distributor to a destination for meaningful gifting and personal milestones. The new positioning — centred on marking life’s important moments — gave Time Deco a story that resonated with a younger audience without alienating their existing loyal customers.
We delivered a comprehensive set of brand guidelines ready for immediate internal adoption, from a refreshed logo, curated typeface, to social media templates for consistent digital communication.
We mapped the full customer journey and designed a platform-specific campaign strategy for each stage. The marketing approach balanced short-term, budget-efficient tactics (social content, influencer reels, Lazada and Shopee presence) with longer-term brand-building initiatives. Campaign concepts were developed for each segment.
For the new retail experience, we designed a suite of physical brand materials that carried the new identity into the retail environment: in-store signage, a membership card system, and branded gift packaging.
Credit:
Project delivered through WYLD (Taishi Tech & Associates Co., Ltd.)
Brand Strategy & Creative Direction: Pailin Hasegawa