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.