For the self-initiated project I began exploring the theme of timeless design, with the long- term aim of producing commercial branding. I was inspired greatly by early examples of typographic playbills from the late 19th century, I was also heavily influenced by the conflict between analogue and digital in terms of design as well as in everyday life.
Therefore, I chose the Swiss watch brand Breitling to create the branding for. However, because my idea revolved around promoting analogue watches over digital, I decided that a campaign would be a more suitable outcome. ‘The Anti-digital campaign’ is my creation for this project, the main focus is to evoke the extensive heritage of Breitling, and demonstrate their key values and beliefs as a 127 year old brand.
For this brief I wanted to produce a variety of outcomes within the campaign, in order to exercise my multiple disciplines within design. For instance, the campaign consists of; a black and white newspaper, screen-printed posters, headed letter, campaign logo, active QR code and hand-made envelopes. The newspaper that I produced acts as a campaign overview, providing information for the consumer on Breitling as a traditional watch-maker in the digital age. The screen-printed posters were produced using a traditional analogue process, much like the watches made by Breitling. These posters are meant for outdoor public display as the photograph on this page indicates, by having multiple images in a variety of colours it will attract the attention of the viewer. The use of the QR code is ironic for the anti-digital campaign, but it is used as a hook to make the viewer curious and entice them to interact.
Overall, ‘The Anti-digital campaign’ is about keeping the tradition of analogue watches alive. Using a retro approach that revives part of the brand’s identity from the past.