It's About Time
The Analog:Shift identity encompasses every touchpoint of the brand’s audience—from product copy to tag design, in-store displays, and e-commerce flow, product stories and unboxing experiences, merchandise collaborations, out-of-home campaigns, and even forays into filmmaking.
The Analog:Shift brand marks need to stand for an ever-expanding horizon of vintage watches.
The primary wordmark and monogram employ simple, timeless geometry, while the secondary monogram suite lets the brand dress itself for any era, fashion, or use-case in the world of timepieces.
Typography, a vast color palette, illustrations, and product information all come together on a systems grid to deploy the A:S brand—from guidebooks to out-of-home campaigns.
Every design decision ladders up to a single question: how do these elements best tell the unique story of each watch?
Product details, engineering specifications, and design lineage come together in the Analog:Shift e-commerce experience. Every element of the brand system works together to navigate a vast range of completely unique products, with the central goal of elevating a timepiece’s story.
Vintage watches take their wearers to environments and situations at the edges of the imagination. In the Analog:Shift brand film, “Stealing Time Itself”, those fantasies are brought to life as an intrepid team of adventurers pulls off a daring heist using their unique watches.
The short was fully hand-animated and features an original musical score from The Midnight.
Analog:Shift is the premier purveyor of vintage watches in New York City and beyond. Anchored by their deep, eclectic catalogue of timepieces and obsession with history and storytelling, Analog:Shift is bringing their passion to an ever-growing audience of watch lovers as they expand around the world.
GrandArmy worked with Analog:Shift to construct a 360-degree brand experience, containing an identity platform, visual merchandising system, customer journey packaging design, store design, event design, out-of-home campaign, and brand film—all centered on the intricate, emotional stories that watches tell.
Creative Direction: GrandArmy
Product Photography: GrandArmy + Analog:Shift
Original Music: The Midnight
Sound Design: Hyperbolic Audio
Brand Identity, Brand Positioning, Copywriting, Packaging Design, Visual Merchandising, Storefront Design, Event Planning, Web Design, Social Media Design + Strategy, Out-Of-Home Campaign Design, Motion Identity, Animation