Discovering the art of living in the moment.
For a brand with such a rich history, it felt right to dive deeper into Armitron’s newest brand story to create something equally as compelling. Three bespoke workshops on Purpose, Audience, and Archetype helped Motto define a new narrative for the brand.
Our first workshop engaged the top minds at Armitron to answer the biggest question for any brand, “What is our war-cry?” We landed on a clear purpose statement: to remind people to use their time better so they are more focused, balanced, and happy. We then identified an audience of time-poor, overworked people subject to the endless interruptions of modern life. Then we carved out Sabbatical’s role in enhancing these lives: to free up time for creativity with a simple focus on self-care. Finally, we landed on an Archetype. When you have more time for yourself, you can do more of the things that fill your soul with joy and live a life that’s more reflective of who you really are. We unanimously landed on the Creator because this archetype invents new things that make a huge impact. The Creator is inspired, innovative, and confident. Naturally curious, they’re fueled by the free flow of creativity and delight in time well spent.