ABOUT

With the continuing development of digital personal organisers, Filofax are in a vulnerable position. As part of a repositioning proposition, the personal organiser becomes an individual, unique statement that a smart phone or tablet could never offer. By combining individual characters with examples of the many options to choose from, we wanted to express the individuality as much as possible.
We began with the space race story of NASA investing millions of dollars developing a pen that would perform in space. The Russians used a pencil! This was a perfect analogy for the traditional Filofax and set the tone for the presentation perfectly.