When Shinola was ready to launc a new line of bold colorful watches with bright and soulful graphics called Detrola, my team and I set to work to brand and develop the new visual language of watch graphics and packaging for the first set of 10 watches, each with its own theme and colorway. Each watch box had a unique printed sleeve and insert that also came with a unique poster.

The branding was similar to Shinola in it’s retro styling but was broader in the graphic references it could pull from. 50's movie posters, mid-centruty fonts, and bold colorful patterns were used as inspiration.

Along with designing the landing page and subsequent web experience for this product, I also art directed the design of printed material and photo production. I also illustrated many of the lead graphics for some of the watches.