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Crown & Buckle

Capturing the spirit of a watch strap maker

Case Study Crown & Buckle

Helping a watch strap maker tap into greatness and build an extraordinary brand for devout watch lovers.

Crown & Buckle is a watch strap retailer specializing in fine leather and nylon strap styles for the modern watch wearer. The company manufactures an in-house line of handmade straps from American and Italian leathers, and collaborates with other tastemaker brands on exclusive collections. As the company grew, it came time to step up their game and Motto was asked to rebrand the famous strap brand.

Client: Crown & Buckle
Brand Strategy
Brand Identity
Greatness is in the details

I. Strategy

To get to the heart of the Crown & Buckle brand, we started with our signature Leadership Workshop.

We worked with Crown & Buckle’s founder and his leadership team to surface the brand in a new way. Then, we created a unique position for the brand, established core messaging, redesigned the identity system, art directed new lifestyle and product photo shoots, and redesigned a new e-commerce website. Our relationship with C&B has spanned over many years and we most recently worked with them on the branding, naming and launch of their new Black Label Collection.

II. E-Commerce Website

An e-commerce website in need of a makeover with better messaging, clear call-to-actions and a compelling narrative throughout.

We worked with Crown & Buckle to refresh the existing site. By incorporating the new photography, headlines and rethinking the user experience and design of the site, it put C&B in a better position to covert sales. We also revamped the shopping experience for customers by simplifying the Cart and Checkout actions to make for easier conversion and an uptick in sales.

IV. Art Direction & Photography

Motto art directed, created storyboards and developed shot lists for a both new e-commerce ready product images as well as lifestyle images.

We took aim at a new holiday campaign that Crown & Buckle would use across all social media platforms. Everything from lighting, scenes, style and environment were considered to capture the true spirit of the C&B brand.

crown and buckle branding by motto

“We’re very happy with our new identity, and love working with Motto. They’ve helped us evolve into a stronger brand with a stronger image.“

Thomas Lathrop Founder, Crown & Buckle