Citizen has rebranded its public face to illustrate the concept behind its new ‘global brand statement’, Better Starts Now.
The watch company announced its first ‘global brand statement’ today which is dedicated to the “unending power of improvement”.
The company has updated its brand identity and brand website to reflect its new position and created a global brand movie to explain its new philosophy.
The phrase is the brainchild of communications company Wieden+Kennedy, and is a belief that “no matter who you are and what you do, it is always possible to make something better – and now is the time to start doing it”.
The 93 second film takes place at a single Citizen workstation as the decades between Citizen’s launch in 1930 to the present day pass. Each era is captured on a camera from the period concerned.
Better Starts Now will be integrated into each of Citizen’s global markets as well as being using during each of the company sponsored events that Citizen participates in including the US Tennis Open and World Figure Skating Championships.