One Eleven
I was challenged to create a digitally native brand that fills a void in the watch market. While on sabbatical I visited Boulder and Portland and discovered a growing community of outdoor enthusiasts that believed in a more sustainable approach to consumerism. One Eleven celebrates this love for nature and encourages us to go outside, get off the grid, and explore the world around us.
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I was challenged to create a digitally native brand that filled a white space in the watch market. While on sabbatical, I visited Boulder and Portland and came across a culture of outdoor enthusiasts that focused on a more sustainable approach to consumerism. One Eleven celebrates this love of nature and inspires us to go outside, get off the grid, and make better choices in the products we buy.
Marty Christiansen - VP creative director (branding) • Rick Miranda - art director (print and packaging) • Junior Garza - creative director (product) • TJ McNight - marketing director
We worked with the talented team at Range out of L.A. to define who our core consumer would be. Out of the 6 profiles they presented we decided to target the aesthetic adopter.
The heart of every One Eleven solar watch starts with a high quality, solar powered movement that continually charges in both natural and artificial light. This eliminates the need to replace your battery, reducing the toxic waste that goes back into our planet. We feel that this is a first step in the right direction as we begin our sustainable journey. Be on the lookout for new product drops, sustainable milestones, and the new places that inspire us along the way.
Inspired by Nature
Mountain • Forest • River • City
The launch party was held in the courtyard at the Fossil Group headquarters. We asked employees to help kickstart our social media campaign by having a contest for the most creative social post with the hashtag #oneelevenwatches.
We targeted social influencers in each of our key markets and gifted them with free product and instructions on how to promote the brand.
Once the product got into the influencer’s hands the brand really started to come to life.
We partnered with social influencer and musician A.J. Legrand to promote the full collection launch a few months later.
We made sure the shopping experience was seamless across all customer touch points.
I explored how thumbnails could combine to form a larger image on the brand’s Instagram feed. It was also a way to incorporate the Ozark video in smaller 10 second segments and give life to watch features by having the second hands move.
With a limited SKU count we utilized internal selling data across multiple brands to select the best color and trim combinations.
Showcased the brand at the Earth X Expo in Dallas, Liberty in Las Vegas, and Outdoor Retailer in Denver.
To help get our name out there we partnered with other up-and-coming outdoor brands to co-sponsor events.
Our second watch platform was the full realization of our sustainable product mission. We were adamant that the product be made of as many sustainable materials as possible but also look cool as well.
trend right product at the right price gave us a huge boost in sales and media coverage.