Brand Experience
Dreams of Machines — Relaunching WILBUR Watch Co.
/WILBUR Watch Co.: Intro
WILBUR Watch Co.
WILBUR Watch Co. designs and manufactures mechanical art that also happens to tell time. Each watch is handmade and designed with focus and intention throughout. Sprout was engaged to develop a brand ethos video that showcases the thoughtful and inspiring process that Jason Wilbur applies to each timepiece. Additionally, Sprout developed a refined brand look and feel, an elevated website experience, and reloaded the visual identity. Each deliverable inspired us to exceed our own boundaries and bring out the best in the details, just like Jay does with his amazing timepieces.
/WILBUR Watch Co: The Challenge
Uncompromising Designer Seeks Partner for Brand Focus
As an award-winning designer with decades of creative and technical experience in multiple product categories, Jason Wilbur has a distinct point of view about his brand and has always spoken for himself. However, as he found himself deep into the development process of the next generation of WILBUR watches, he decided to engage a partner to help build the assets necessary to articulate his vision. He trusted Sprout to create the tools that would allow people to engage more fully with the brand, from an elevated shopping experience to a promotional video that perfectly captures the essence of the brand ethos.
/WILBUR Watch Co.: The Approach
Telling an Incredible Story Starts With an Incredible Watch
The Sprout team worked closely with Jay every step of the design process to diligently create a brand as epic as the timepieces themselves. To deliver the most impactful representation of the WILBUR brand, we first had to dive into Jay’s process and extract the core of what drives him. We took the time to thoroughly learn how he creates a timepiece of such exacting standards and used this inspiration to combine a strong concept, exciting visuals, and measured words to build a unique expression of the WILBUR brand ethos. Unapologetic and uncompromising in our drive to capture the essence of the brand and the man behind it, we designed a timeless, yet elevated look and feel.
Brand Video
A video was created to communicate the brand ethos and speak directly to the consumer’s passion. Our designers conceptualized each frame of the video and directed the production on-set across Los Angeles, CA. Shout out to Ancillary Studios for providing the perfect setting for the shoot, as well as some of the most insane hypercars on the planet. The end result captures the talents of Jay and the unorthodox approach he brings to everything he does, including the WILBUR brand.
Brand Book
Sprout designed an updated visual brand language for WILBUR that is reflected throughout the entire brand presentation. We established a proprietary tone-of-voice, developed a mission and vision statement, and created bold brand pillars and personas to position the brand reboot. The style guide ensures correct interpretation of the new identity, including a signature photography treatment, timeless typography for core communication, and product renderings that will leave you breathless.
Web Design
We sought to create a website that exceeds the industry standard and matches the brand excellence that Jay has worked so hard to build and maintain. The incredible story behind the brand is communicated across each page, with compelling imagery and bold language. The purchase experience was designed to be easy and comfortable for consumers, and highlight each product feature while driving engagement.
Visualization
Our in-house visualization team designed a collection of high resolution digital assets to capture the intricate details of these meticulously crafted timepieces. Each watch listing is outfitted with a gallery of images including macro shots and exploded views, and a photorealistic animation to highlight each detail in 3D. Our visualization designers worked closely with Jay to ensure the material configuration of every element was accurately translated on screen.
Identity
The existing WILBUR identity was refreshed to elevate the brand while improving legibility. Each custom letterform was analyzed and critiqued to create a more refined look and feel from the corner radiuses, thick and thins, and letter spacing. The outcome is an evolution of the brand that retains the original brand equity but improves the fine details.
/WILBUR Watch Co.: The Outcome
Dreams of Machines Become Reality
In March 2022, WILBUR was named the Official Timing & Scoring partner of the 2022 MotoAmerica Championship. Jason Wilbur launched an expanded timepiece collection on the new WILBUR website, and the video was premiered to a worldwide audience at the MotoAmerica Medallia Superbike championship at Circuit of The Americas in Austin, Texas. Stacked with brave and talented craftsmen, engineers and manufacturing wizards, the WILBUR team continues to create complex works of art with a pioneering spirit. After all, Jay says he will never make anything that isn’t at least a little difficult to achieve, and exciting to behold.
