About The Project
Challenged with a simple brief to combine the workflow with artificial intelligence and brand creation, Forester is not only a reflection of what is possible within today’s brand design world if we incorporate artificial intelligence within our branding strategy, but also a testament to itself that we can create and discover new opportunities if we let go of the idea of nature versus nurture.

The Strategy
The threat society binds with AI automating, and taking over what is left of the “human touch”, is a threat created by those who are not willing to push the boundaries of what is possible. To step out of our comfort zone, and to push ourselves further to create value that matters. Forester watches is not only a brand that sells German manufactured timepieces. It’s a brand that thrives on the idea of innovation inspired by nature. Creating value that bridges a path between the best of two worlds, to develop time pieces that are exclusive and unique.

Deliverables and Process
By accepting this brief, Forester reflects its brand statement from its red thread all the way to its visual communication strategy and brand packaging concept. The depiction of minimalism, mixed with serif attributes displays the two worlds of nature’s elegance and technology’s paleness. Humoring the idea of intertwining nature and nurture into a brand’s strategy, the process behind conceptualizing the Forester brand follows its exact footsteps in a different niche.

Learnings
With the exception of learning technical skills, no matter how experienced, or how young one is, there are intellectual learnings in every brand we create. Forester, did not only open my eyes to my narrow sightedness I had about artificial intelligence ruining the opportunity of brand enthusiasts and specialists, but it also shows how much more important our roles as brand designers has become to deliver the appropriate feelings, emotions, and beliefs we have with products and services. Additionally, it’s evidence that we never know where something takes us, unless we’ve gotten out of our way to try and understand the other side of things.