Direnzo Watches was created in Geneva in 2016 by Argentinian architect and watch designer Sergio Godoy Di Renzo.
It draws inspiration from the magnificent race cars of the 40’s & 50’s.
The goal was to create a timeless but contemporary wristwatch, which, while both elegant and subtle, transmits a sense of excitement and speed.
The challenge was to attract and build a loyal audience of watch aficionados, who share similar values for minimalist and tasteful wristwatches, that evoke an era of pioneers and mould-breaking engineering.
A brand style guide was created in order to achieve a tasteful, consistent and recognizable cross-platform presence.
A color scheme was crafted based on visual references from the 40’s & 50’s.
A slightly washed out look with desaturated warm colors was created to be used throughout Direnzo’s communications.
A personal, reliable and inclusive tone of voice was adopted.
Editorial themes were created and official brand content was produced including photos, short videos, a kickstarter film and a press-kit that was sent to hand-picked watch bloggers and experts.
We left room for spontaneous publications and adopted a tailor-made #hashtag strategy for better appealing to our audience.
We started publishing new social media content 6 months before the launch on Kickstarter.
Bloggers who received the press-kit containing the prototype, started responding very positively about the watches and publishing great articles about them.
The launch on Kickstarter was a huge success! Direnzo’s pledge was reached within 4 hours after the launch.
Check out the campaign.