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.
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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.