We created and brought to life a brand that connects the promise of luxury to the world of tech accessories, breaking the category conventions, with a unique tone of voice.
Technology tends to have its own aesthetic, based on formal perfection and rigorous minimalism. Apparently an ill fit for Frontman, a brand specialized in tech jewelry: luxury accessories for smartphones and earpieces, employing materials such as gold and diamonds.
Bringing a maximalist aesthetic to a minimalist world is a true act of disruption, so Frontman had to be a disruptor brand, a rebel.
In our brand strategy, we imagined it as a rocker, an unapologetic character who is not afraid to be flashy and be seen, in a world of muted palettes and identical shapes. Frontman’s philosophy is summed up in its payoff “Live Life Loud”.
Frontman’s brand is a delicate act of balance between elegance and a wild, untamed attitude.
Frontman speaks to a younger, tech-savvy affluent audience, with the means to afford some eccentric luxury but at the same time willing to break away from “boring” heritage brands.
While celebrating excess, Frontman doesn’t do so for the sake of it: underlying the brand’s personality there is a strong belief in freedom, originality, and the right to enjoy life at its fullest.
Frontman’s range names take inspiration from the icons of rock: Courtney, Johnny & June, Syd & Nancy.
A central part of the Frontman brand is its unique tone of voice. Neither soft-spoken as you would expect from a luxury brand, nor friendly and simple as tech usually sounds, but rather rough around the edges, provocative, excessive.
We took inspiration from the world of rock singers, from their memorable lyrics and sharp quotes.