Misfit creates beautiful wearable and smart home products. When Misfit was acquired by the Fossil Group, we created internal brand standards to educate Fossil employees on the Misfit brand.
The Challenge
We knew bringing a high-tech upstart brand into the traditional Fossil family would be a challenge. So instead of trying to integrate the Misfit line into the parent brand, we decided to shine a light on how they didn’t fit in.
Our Solution
We chose very large type, and maximized the contrast of type weight and their minimalist palette. We made sure the brand book conveyed the conviction of their manifesto, loud and proud: “In this, we stand together, as Misfits.”
Deliverable:
Brand book
“The Misfit brand book defined the common written and visual language of the brand that allowed communication and understanding to happen at a much faster rate between designers, marketers, and contractors.”
TIM HALE
SVP Marketing and Design, Fossil