Our Neo-swiss design philosophy cascades onto all aspects of our visual language, from typography, to color to photography.
In the context of the Charlez Zuber brand, Neo-Swiss can be defined as a distorted conception, one that is propelled in motion and enters a new dimension of luxury.
Neo-Swiss Design Explained:
Neo-Swiss is an immersive experience that blends luxury with a daring attitude.
Neo-Swiss is a distorted conception, one that is propelled in motion and enters a new dimension of luxury.
Through the lens of captivation, Neo-Swiss stimulates the senses, induces lust and captivates desire.
Neo-Swiss drives a sense of attachment from the curious crowds who seek the iconic.
The Visual Identity
To achieve our design philosophy of DMD, we experimented with the usage of type by stacking, warping and rotating our body copy, which we coined “dynamic text”. Dynamic text is a cornerstone of our visual identity; by bringing movement to our communication, we were clearly able to capture the principle of motion. Dynamic text is a cornerstone of our visual identity. By bringing movement to our communications we are clearly able to capture the principle of motion.
In realizing the urgent need to develop a portfolio of ownable assets from product photography to lifestyle imagery and a brand film, we shortlisted Lara Zankoul, a Beirut based Fine Arts & NFT photographer, who truly encapsulated the vision for Charles Zuber’s campaign. The Brand Lounge team worked closely with Lara to conceptualize the shoot, select the right talents, and storyboard the brand film from ideation to execution – resulting in an asset library of over 120 lifestyle & product imagery and a brand film. The creative manifestation of the shoot was a translation of our design philosophy (Dimension, Motion and Distortion) through the lens of Lara Zankoul and a true visual portrayal of “La vie exubérante”.
With a library of over 120 assets, we developed Charles Zuber’s launch campaign which began through a heavy social media presence, considering our target audience are digital nomads, fluent in the most relevant media channels of today. Our campaign revolved around three primary messages, “Time is an Illusion” focused on our watch collection, “Life is a Performance” focused on our jewelry collection and “La Vie, Exuberante” as an overarching brand message.
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