Precision as high-concept. Role: Head of art at Maxomedia Witschi Electronics — a Swiss maker of high-precision measurement devices for the watch industry worldwide. What can we say on this very special, yet global B2B market, so that it reflects all the company stands for >50 years, stands out and opens a path into the future?

	Precision is precious. This simple creative idea became the copy device and defined the whole brand narrative, flexible enough to talk about values, products, launches, updates and upgrades, in ads, at events, online, offline, in video and in photo. WRITE THE BRAND BIBLE. Witschi's mission is to enable their partners to deliver the best quality and precision, bar none. How to bring the precious precision to life: the precise brand values, retouching the logo to be more exact, the layout grid to be the most adjusted, the templates to be always on the point, the tone of voice to be always correct and the accurate imagery.
	PROOFMASTER PRO The new awesome water resistance measuring device to be presented at the EPHJ fair in Geneva — in a water column in a swirl or air bubbles, or at least in visuals. To reinforce the evolution, we show old vs. new. Dozens of print ads in all industry medias and at the end, the product showcasing video piece. CHRONOMASTER PRO The newer and awesomer device to measure mechanical watches' balance  — another good excuse to jump into the past and make the side-by-side comparison, in present continuous time tense. The newest and the awesomest wireless device to measure balance of mechanical watches — to be presented at Basel World, suspended on magnets and flying in the air from the big ventilator, no strings attached, or again, at least on visuals. CHRONOMASTER AIR

The journey of precision from the pitch concept, into campaigns, guidelines, events, web, employer branding and the education content — through listening, craft and efficiency. Go back.