Branding Identity Build

May 12

For JBW’s brand identity refresh, the goal was to move beyond traditional product storytelling and create a more culturally grounded creative direction rooted in human connection. The project was built around the question, “What does time look like through the people who wear it?” During my first year at JBW, I had already begun reimagining the brand visually through imagery, organically shaping a more personality based aesthetic before the formal refresh began. Many of the images featured throughout the brand identity work reflect that early evolution in visual direction. As part of the rebrand, I developed brand identity systems across logo exploration, typography, text identity, out-of-home concepts, and packaging ideation to create a cohesive visual language that could live across both physical and digital touchpoints. The result positioned JBW as more than an affordable luxury watch brand, but as a reflection of personal expression, culture, and modern storytelling.

Intro | Commitment