Swatch were looking to re-brand their "club" identity to appeal to a wider spectrum of consumers, having a broad fan base in the Nordic regions they also wanted to appeal to extreme sports fanatics in the UK and Western Europe. This identity was created to be flexible enough to allow it to be used over exciting imagery, so much like their watches the logo would compliment the audiences other life choices.
It was also suggested to Swatch that in order to reach their target audience more effectively it would be a good idea to create an online version of the magazine with which users could interact.
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