The challenge with Movado’s branding was their unfocused marketing, which lacked identification, making it unclear whether they wish to be seen as a fashion brand or a more luxurious experience. This re-brand was a solution to help the company focus in on one cohesive brand experience and change the visual branding to better reflect their position in the market. This meant narrowing in on how the brand wanted to be perceived by their customers and creating a visual story that reflected this new focus. The brand direction was to market Movado as an affordable, on-trend fashion brand that focuses on watches that are versatile enough to be used every day.