the Archive

At Toth + Co, I was fortunate enough to work on the repositioning and advertising campaign for the most iconic American timepiece brand, Timex. The campaign, "Wear It Well," included print ads, digital ads, website design, social media design, OOH, visual merchandising, :15 & :30 spots, a brand standards guide, and master logo revisions.

What does it mean to be a classic? The design for the campaign was inspired by qualitative findings in the discovery phase. We heard from a few customers that one of the last things they do before going to sleep every night was to take their watch off and place it near their most precious belongings—family photos, heirloom jewelry, etc. We decided to shoot the watches and overlay them on lifestyle images of people wearing them to contextualize the pieces. I shot the watches in-house for proof of concept, and then these were shot by a team, implemented in the design, and used worldwide.

The campaign “Wear it well” was also born from qualitative research. The phrase was oft-used by the family members of the Timex leadership. When their parents would help them get dressed for events when they were young, they remember being patted on the back and told to “wear it well”—an empowering statement that has transcended generations. From there we paired this finding with customer insights to create the campaign manifesto. We found the Timex customer is smart, real… classic. They have depth and character. They are present. We used this idea of a classic to inform the photographic style—black and white imagery in everyday scenarios with a sprinkle of nostalgia and romanticism.

PHOTOGRAPHY WE ARE THE RHOADS

MASTERthis was a digital product created by Jack Morton Worldwide and Genuine for Liberty Mutual. 

MASTERthis served as a hub of tools and content designed to help users master their worries related to the general categories that Liberty Mutual insures: home, auto, and life. MASTERthis was comprised of MASTERkits. These kits are filled with various content types to give the user a comprehensive understanding (and sense of mastery) of worrisome topics, such as moving, car maintenance, and home winterization. 

I served as lead designer/art director on this project, collaborating with 50+ people between all three agencies to bring the experience to life. I created the logo, color palette, photo direction, and responsive web design, while ensuring scalability of components and accessibility at the AA-compliant level.

DeVries Global is an international consumer public relations and marketing firm. They came to Genuine in need of a revitalized digital presence, as their existing web and brand presence wasn't doing enough to reflect the company as leaders in their industry.

I constructed a fresh art direction for them that included typography, expanded color palette, photography, and iconography. Once established, I created a comprehensive new web design for them from the ground up. Working closely with our Strategy, UX, and Dev teams, we built a fully responsive CMS that simplified user flow, provided improvements for usability standards, increased engagement on-site, and elevated the visual impact to showcase DeVries as a world-class agency with a digital presence on par with (and truthfully, a step ahead of) the leading public relations in the industry.

While working on the NYDJ account at Toth + Co, I was responsible for a variety of design deliverables and art direction, including digital product design, web content design, brand book, seasonal omnichannel ad campaigns, product art direction, styling and shoots, product naming, environmental signage, tradedress, and more.

Throughout all of the deliverables, I explored the elevation of the brand through expressive typographic treatments.

Here are a few samples.