Building your brand

Branding is the most exciting (and challenging) project for any creative. When that brand is your own - what do you do differently?

Andrew Brabyn, former creative director and founder of Zero West watches, explains…

"Well, you are definitely harder on yourself!", says Andrew, who has spent 30 years creating brands, graphics and advertising for clients.

“Over my career, which saw me go from studio junior to creative director, I created around 70 brands for clients.”

Andrew’s creative process follows five key stages: understanding the client’s tone/personality, market and brand positioning research, establishing marketing aims, design submissions, finalise designs.

“Although this process was shaped by the client’s brief and budget, the main elements stayed the same,” says Andrew.

Then Andrew developed the idea to launch a new classic luxury British watch brand.

His aim? Simple.

To design and produce 'beautifully engineered timepieces that celebrate great moments in history, combining period typography and styling to create an iconic British watch brand'.

Like we said. Simple.

And, Andrew became his own client.

“It became the most in-depth branding project I have ever undertaken,” he says. “Free from the restriction of briefs and budgets, I could take all the time I wanted to explore all the creative avenues. I could be self-indulgent.”

It paid off. Zero West watches, developed with co-founder, engineer and designer Graham Collins, combine the latest technology with a nod to timeless design.

The company’s soft launch this year includes a stylised website, a sales video and a slot at Goodwood’s Supercar Sunday in June.

Andrew found being utterly immersed in his product and branding both a help and a hindrance.
"We can create a product that could possibly have been produced differently at a lower cost, but we held strong with our brand DNA,” says Andrew. “It was paramount to us that we stay true to what we believe in.

“However, being so deeply involved makes you question absolutely everything and agonise over every detail – that can slow you down.”

Want to know more about how Andrew has built a British watch brand?

Join us at Arundel’s Victoria Institute, at 7pm on 24th September for Andrew’s talk. Free to Akin members, £5 for non-members.