Launching a new smart brand in 500cr market

My Role

UX Researcher

Team

Shivendra Prathap, Lead Marketing
Darshika, Visual Designer
Vineeth, PM
External Agencies

Timeline & Status - 2 Months, Launched in July 2023.

Overview

"Fastrack Smart's "Follow Yourself" campaign gives power to young people to shape their own future. This is a big change for the brand. Now, design is the main thing that makes Indian youth's experience special, mixing old ideas with new ones."

Methods: Generative research, Workshop facilitation, Storyboards, Journey maps, Personas

• Tools: Figma, usertesting.com, Miro, Digital sketching, Teams

Objective

The primary goal of this rebranding initiative was to propel Fastrack Smart onto a larger stage within the wearables industry, carving a distinctive niche among industry stalwarts. The initial challenge stemmed from the lack of visibility and understanding among India's wellness enthusiasts, who were unaware that Fastrack, an analog giant among the younger audience, also delves into smart products. The objective was to not only bridge this awareness gap but also to create a brand that draws strength from its history while moving forward. Thus, Fastrack Smart was born, a brand that harmonizes legacy with cutting-edge innovation.

Methodology

• Generative Research

• Data Synthesis

• Journey Map & Personas

• Ideation Workshop

• Storyboard Experience

Defining Brand Values

The journey towards making Fastrack Smart began with a deep dive into the brand's fundamental values. Responses reflected various facets of the brand's mission, encompassing ease of recall, capturing vital information, promoting preadolescence, enhancing quirkiness, and transforming ideas into actionable steps. While these defined the 'what' of Fastrack Smart, the true quest was to unearth the 'why' – the underlying motivation for crafting products that empower individuals. The answer lies in the brand's genuine concern for what matters to users, aspiring to offer a means to concentrate on what holds the utmost significance. The collective acknowledgment of purpose illuminated the path to constructing a brand identity that transcends visuals and mirrors the mission. The out-of-the-box experience associated with Fastrack Smart became the focal point of this transformative journey.

Research Findings

1. Product Diversification:

- Fastrack Smart introduced an extensive range of smartwatches, tailored to different lifestyles, catering to fitness enthusiasts, fashion-forward individuals, and tech-savvy users. The objective was to meet the diverse needs of the youth, offering both functionality and style.

2. Integration of Fashion and Technology:

- The brand concentrated on merging fashion with technology, designing smartwatches that are not just functional but also stylish. Collaborations with renowned fashion designers and influencers were leveraged to create limited-edition collections, adding an exclusive and fashionable appeal.

3. Personalization:

- Fastrack Smart embraced personalization by offering customization options, allowing users to choose watch faces, bands, and features that align with their style and needs. Real-world features were incorporated for the first time in the Fastrack brand, making it a more personal, bold, and brave companion.

4. Marketing and Branding:

- Fastrack Smart underwent a comprehensive revamp of its marketing strategies, shifting the focus to digital platforms and social media to effectively reach the youth. Engaging storytelling and user-generated content played a pivotal role in creating brand awareness, fostering a deeper connection with the audience.

Result

Takeaway

The repositioning of Fastrack Smart for the Indian youth stands as a testament to the success of a comprehensive research-driven and user-centric approach. By delving into the needs and desires of its target audience and seamlessly integrating fashion with technology, Fastrack Smart evolved into a brand that resonates with the current generation. This case study underscores the importance of staying closely connected to the target audience, adapting to their evolving preferences, and leveraging innovation to remain competitive in the dynamic market.

Conclusion

Fastrack Smart's "Follow Yourself" campaign encapsulates a transformational journey that goes beyond surface-level rebranding. It signifies a shift in paradigm, from a conventional tech brand to a lifestyle brand that speaks to the aspirations and lifestyle of the Indian youth. By meticulously blending history with innovation, Fastrack Smart has crafted a unique identity that not only empowers but also aligns with the spirit of the youth. The integration of fashion, technology, and personalization reflects a brand that not only meets but anticipates the evolving needs of its audience. As the wearables industry continues to evolve, Fastrack Smart's success story serves as an inspiration for brands seeking to connect with the heartbeat of their audience in a rapidly changing landscape.

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