The Denver
I set out to understand The James Brand by researching its values and tribes in order to expand the current product line. After identifying and defining the tribe of the Modern Adventurer, I chose to design a watch in the James Brand style that would both expand the company’s products and also into the curated lifestyle of the Modern Adventurer.
I set out to understand The James Brand by researching its values and tribes in order to expand the current product line. After identifying and defining the tribe of the Modern Adventurer, I chose to design a watch in the James Brand style that would both expand the company’s products and also into the curated lifestyle of the Modern Adventurer.
Understanding The Brand
““The James Brand was created in Portland, Oregon in 2012 by a group of designers and adventurers who were looking for something better. . . We make knives and tools that are a better reflection of our values and lives. Modern, minimal everyday carry is what the James brand is all about.””
The James Brand currently offers a variety of everyday carry items but their primary focus is on pocket knives.
Refined Simplicity
Focus on the details. Everything you need; nothing you don’t.
Personal Connection
Bring a fresh touch of style to hardworking tools. What you carry expresses your identity.
Adventure Ready
Durable tools that can tackle any task you throw at them.
Defining The Tribe
Modern Adventurer
The Modern Adventurer thrives in the urban work environment, but seeks adventures in the great outdoors. They value creativity in any of its forms, and are individuals, each with a unique perspective that influences their creativity. They are careful of the items they choose to purchase feeling that each item they own should be a reflection of who they are. They choose items with value that have been well built, and carefully designed.
Exploration
I used sketching to quickly ideate on all different types of watches and to find a direction that best fit with the identified tribe of Modern Adventurer. From this ideation, three directions were chosen for further exploration.
Concept A
This concept takes cues from The James Brand’s Country knife. Most notably the use of classic materials and styling, combined with an unconventional location for a material split.
Concept B
Concept B is done along the same line as James’ The Ellis knife. This is seen in the use of a refined simple shapes with the combination of an “iconic element” that identifies it as a James Brand product.
Concept C
Concept C is inspired by The Chapter knife. This is seen in the use of a refined modern shape, and a slighltly more subtle “iconic element”.
Refinement
All three concepts were then evaluated against the brand language and tribe identities. From this, concept C was chosen for final development and refined using CAD modeling. Iterations were 3-D printed to better understand scale and details and continually evaluated for adherence to the tribe and brand identities.
The Result
Execution
A watch for the James Brand must be accommodating to a diverse lifestyle. It will live just as much downtown as it will in the mountains. It is refined and stylish, yet dependable and tough. Bridging the gap between tool and fashion.
Premium Materials
6-4 Titanium Case - Horween Leather band - Sapphire Crystal
Dependable Precision
Japanese Movement - Solar cell embedded in face for day-in, day-out reliability.
Refined Simplicity
Intentional design - Iconic element
This is a personal project and exercise in designing for a brand. It is in no way associated with The James Brand.
