Challenge

Waterman is a brand steeped in heritage — with a premium, conservative image to match. But how do you evolve that legacy to connect with a younger, style-conscious female audience

INSIGHT

In a sea of neutral tools, the Waterman pen stands out. With its bold colour and refined design, it’s not just a writing instrument — it’s a statement piece.

SOLUTION

We reimagined the Waterman pen as a fashion accessory — positioning it alongside sunglasses, jewellery, and phones as one of those daily essentials that completes your look.

The result was a global campaign toolkit, crafted to be aspirational yet accessible. Visually-led, fashion-forward, and rooted in self-expression, it reframed the pen from utility to identity.