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Luminox

Luminox, a Swiss watch brand founded in 1989, is renowned for its rugged timepieces designed for military, law enforcement, and outdoor enthusiasts. Its unique self-powered illumination system ensures visibility in low light for up to 25 years without external light sources.

Luminox watches are celebrated for their durability, precision, and reliability, often trusted by elite forces like the U.S. Navy SEALs. Their unique selling point is the proprietary illumination technology, making them ideal for extreme conditions where visibility is essential.

Overview

  • Creation and alignment of visual identities following brand guidelines and style principles.
  • Monitoring and ensuring seamless implementation of corporate identity rules and brand guidelines.
  • Ideation, development, coordination, and execution of various marketing materials, including catalogs, magazines, brochures, flyers, posters, ads, user manuals, packaging, POS materials, advertising guidelines, promotional gifts, brand presentations, online banners, and motion designs.
  • Responsible for the complete design and development of the cover and contents of the annual collection catalog and collaborated with the Luminox marketing team during the planning process.
  • Responsible for creating key visuals for advertising campaigns through digital compositions and photography.
  • Contributed to the creation of stands for trade shows, including backdrops, banners, posters, displays, and signage.
  • Supported the development of new products, including the creation of watch prototypes, packaging, and brochure designs.
  • Created internal documents for the Luminox brand and the Mondaine Watch Group.
  • Maintained an orderly and well-structured organization of the database for efficient management.

From Challenge to Solution

My Mission

Elevating the brand while managing daily responsibilities as a Graphic and Brand Designer

Over my 8.5 years with Luminox, I faced a pivotal challenge: how to elevate the brand while juggling my everyday duties as a Graphic and Brand Designer. When I first stepped into this role, I set out on a mission—a quest to not only transform and enhance the brand’s image but to enrich every facet related to my role. My ambition was to elevate Luminox from a respected watchmaker to a recognized leader in the industry, celebrated for both quality and a captivating visual identity. This mission fueled my drive, pushing me to navigate the complexities of daily responsibilities while striving for continuous improvement across all dimensions of the brand.

Client-Focused Design

Crafting tailored visual solutions for retailers and internal teams alike

As an in-house designer, I managed a wide range of responsibilities tailored to meet the needs of our primary clients—retailers—and internal colleagues. I created catalogs, brochures, packaging, digital assets, promotional materials, and advertising campaigns, each essential to our story. Close collaboration with marketing, sales, and other teams was crucial for aligning materials with specific requests and brand standards. I also developed brand guidelines and training materials to ensure consistency across all platforms, using each project as a chance to connect with our audience.

Defining Brand Identity

Shaping a strong and modern visual identity that resonates with our audience

As the sole designer responsible for Luminox, I had the unique opportunity to shape the brand’s visual identity from the ground up. I focused on giving Luminox a more masculine, dynamic, strong, and modern look. This involved a careful selection of colors, typography, and imagery that conveyed the essence of adventure and durability—qualities that resonate deeply with our audience. By reimagining the visual elements, I ensured that each design not only appealed to existing customers but also attracted new ones, positioning Luminox as a brand synonymous with strength and reliability.

Systems for Success

Enhancing productivity and efficiency through streamlined workflows and effective systems

Finding the balance between brand improvements and daily responsibilities was a significant challenge. It required strategic foresight and careful execution. To address this, I focused on developing workflows and systems that enhanced collaboration and productivity. I introduced a project management system that became the backbone of our operations, overhauled the server filing system, and created an interactive briefing form for clients. These structured processes facilitated a seamless flow of ideas and feedback, allowing creativity to flourish while maintaining the high quality that defines Luminox.

Achieving Lasting Impact

The impact of my work was profound. I created a diverse array of marketing materials, elevated the brand image, developed new services, helped expand the marketing team, enhanced workflows, and collaborated to solidify the brand’s position—all while ensuring that our internal processes supported long-term growth and success. This marathon of improvement redefined Luminox’s market position, setting the stage for continued success and innovation.

Catalogue

One of my proudest achievements was the creation of nine annual catalogs, which serve as critical tools for our distributors. This comprehensive project was nearly entirely executed by me, encompassing everything from layout design and art direction to preparing print-ready files and coordinating the involved teams. I meticulously planned each aspect, including the design of the cover with special finishings to enhance its visual impact. Over a rigorous four-month process, I focused on crafting artwork that would be leveraged across various marketing platforms. My design philosophy prioritized consistency, attention to detail, and a polished presentation of both new and existing product lines, establishing these catalogs as essential elements of Luminox’s marketing strategy.

Magazines​

TIMES magazine was a biannual publication from Luminox, designed to showcase stories, interviews, and introduce new models. I took charge of the design and layout, transforming marketing content into visually engaging pages using a mix of typography and images. This project offered creative freedom, allowing me to explore various design elements. The editorial design process enabled experimentation with typography and images to enhance readability and visual appeal, making this project a rewarding exploration of visual storytelling.

Advertising​

Luminox’s advertising campaigns have evolved significantly, transitioning from the initial ESSENTIAL GEAR campaign, which promoted the watch as essential professional gear, to the current focus on the critical nature of timing in moments of danger, encapsulated in the #EVERY SECOND COUNTS slogan. I played a key role in this transformation, collaborating with my team to draft the new campaign identity. My responsibilities included creating visually impactful print and digital advertisements tailored for our distributors, utilizing digital compositions and photography to ensure the brand’s message resonated with both professionals and lifestyle enthusiasts. I often worked with complex image manipulations to produce compelling visuals, even when resources were limited, contributing significantly to the campaign’s overall success.

Packaging design​

Watches typically come in a standard plastic box, often accompanied by a cardboard sleeve. However, for special editions, limited editions, and branded merchandise, I took charge of the packaging design. This role allowed me to engage in the creative process of conceptualizing and visualizing three-dimensional objects, starting with detailed visualizations in Photoshop and then transferring the approved designs to dielines. From the moment I receive the briefing, I am responsible for finding visual solutions, creating proposals and mock-ups, and ensuring that the files are production-ready. Over the years, I designed numerous boxes and sleeves for Luminox watches.

Expos​

I contributed to Luminox’s presence at major trade shows, including Baselworld, Inhorgenta, and IWA, by designing backdrops, banners, and displays. My designs for point-of-sale (POS) materials were crafted to ensure a strong brand identity and an engaging customer experience. Each trade show project required a deep understanding of spatial design, visual communication, and brand messaging, resulting in compelling displays that captured attention and drove engagement.