Luminox​​

Swiss watch brand known for rugged, mission-ready timepieces and constant visibility in low light.

 

In-house brand designer building a scalable brand system across editorial, advertising, packaging, retail touchpoints, and trade shows.

Project Context

Mondaine Group

In-house

Watchmaking

Lead

Global distribution

8.5 years

Disciplines

Brand Identity

Editorial

Advertising

Packaging

Social Media

Environmental

Role

  • Owned brand design across editorial, advertising, packaging, POS, and trade shows.

  • Led annual catalogue system (9 editions): templates, grid, production-ready files.

  • Standardized campaign rollouts across formats (print / digital / POS).

Work Overview

An overview of the main channels and deliverables I owned in this role.

Catalogues

Magazines

Advertising

Packaging

Trade Shows

Retail

Catalogue

Annual catalogues supporting global distribution and retail partners—used as a core tool to present collections, features, and campaigns.

Role

  • Created 9 annual catalogues from concept to print-ready delivery.
  • Owned layout and art direction; delivered print-ready files and coordinated stakeholders and approvals.
  • Designed covers including special finishes and ensured consistency across product lines and marketing outputs.

Magazines

Biannual magazine designed to showcase stories, partnerships, and new models through editorial storytelling.

Role

  • Led design and layout for the magazine, translating content into engaging editorial pages.

  • Built and maintained templates for consistent typography and hierarchy across issues.

  • Delivered print-ready files and coordinated rounds of feedback and approvals.

Advertising

Advertising assets developed and adapted across formats to support campaigns, partners, and product launches.

Role

  • Created key visuals and adapted them across print and digital formats.

  • Maintained brand consistency across campaign rollouts and regional needs.

  • Delivered production-ready files and format variations for partners and distributors.

Packaging

Packaging developed for special editions and branded products—built to stay consistent with the broader brand world.

Role

  • Led design and layout for the magazine, translating content into engaging editorial pages.

  • Built and maintained templates for consistent typography and hierarchy across issues.

  • Delivered print-ready files and coordinated rounds of feedback and approvals.

Trade Shows

Trade show assets created to translate the brand into space—backdrops, signage, and POS elements built for visibility and impact.

Role

  • Designed show backdrops, banners, signage, and supporting POS materials.

  • Adapted campaign visuals into large-format, spatial applications.

  • Delivered production-ready files and coordinated outputs for event timelines.

Retail

Retail touchpoints designed to support brand presence in-store—displays, signage, and customer-facing materials.

Role

  • Designed in-store display graphics and branded retail materials.

  • Ensured consistency between retail touchpoints and campaign/brand visuals.

  • Delivered production-ready files for retail execution and rollouts.

Social Media

Always-on social content created for brand and paid channels—static, motion, and format variants.

Role

  • Created high-volume assets for organic social and paid placements.

  • Produced short motion pieces (GIFs, animations, lightweight video edits) alongside static posts.

  • Adapted campaign visuals into platform formats while keeping brand consistency.

Guidelines & Internal Documents

Internal documentation created to keep brand execution consistent across teams, partners, and channels.

Role

  • Created internal guidelines to standardize brand and advertising execution.

  • Defined templates, layout rules, and usage principles for repeatable outputs.

  • Supported teams and partners with clear documentation for consistent delivery.

Contribution & Impact

Over 8.5 years in-house at Luminox, I was responsible for shaping and aligning visual communication across the brand while ensuring the consistent application of its identity principles.

In close collaboration with marketing, sales, and product teams, I translated strategic and commercial needs into clear design solutions for both external audiences and internal stakeholders. Alongside daily execution, I contributed to strengthening the brand’s visual direction and reinforcing a more distinctive, contemporary presence.

I also supported more efficient ways of working through improved documentation, asset organization, and structured internal processes. This resulted in a more coherent brand experience, smoother collaboration across teams, and a stronger foundation for long-term growth.