---
title: Epoch
tagline: Selected Project
description: Brand and digital launch for a premium everyday watch—positioning, D2C site, and campaign visuals I art-directed alongside the founder.
featured: true
order: 1

# Top visuals
heroImage: '/images/work/epoch/cover.jpg'
coverImage: '/images/work/epoch/cover.jpg'

# Header actions
liveUrl: https://example.com

# Meta cards
roleLabel: ROLE
roleValue: Freelance Brand & Product Designer
timelineLabel: TIMELINE
timelineValue: 6 weeks
servicesLabel: FOCUS
servicesValue: Watch, D2C, Launch

# Deliverables
deliverables:
  - Brand Positioning + Naming Refinement
  - Visual Identity (Logo, Color, Type)
  - D2C Website (UX, UI, Mobile)
  - Product Page + Lifestyle Art Direction Notes
  - Launch Email + Social Templates
  - Handoff To Development Partner

# Gallery
gallery:
  - '/images/work/epoch/gallery-1.jpg'
  - '/images/work/epoch/gallery-2.jpg'

# Two-column copy
challengeTitle: The Challenge
challengeBody: >
  The founder had a beautiful watch prototype and studio photography, but no coherent
  story: the brand felt generic next to other microbrands, and the first site draft read
  like a spec sheet. They needed a premium-but-approachable voice, a clear “why now,”
  and a digital experience that matched the tactility of the product.

solutionTitle: What I Did
solutionBody: >
  I led positioning workshops, locked the name **Epoch**, and built a visual system
  around soft metallics and confident whitespace—not loud, but memorable. I designed
  the full D2C flow (home, product, story, checkout-adjacent trust blocks) and wrote
  art-direction notes so their photographer and dev partner could ship without me on
  every round. The result is a launch that feels like a real brand, not a Kickstarter
  page with a logo slapped on.
---

**Epoch** is an independent watch line aimed at people who want one refined everyday piece—not another chunky sports watch.

## How I tell the story

I framed the product around **quiet confidence**: macro dial shots, soft shadows, and copy that talks about craft and daily ritual instead of specs alone. The site walks someone from “why this watch” to “how it feels on the wrist” before price ever shows up.

## What shipped

- Positioning line + tone of voice one-pager
- Logo lockups and color system for web + print
- Full responsive UI for the marketing site (Figma → dev handoff)
- Email and IG story templates for launch week

## Outcome

The founder could pitch retailers and run ads with a single coherent system; conversion on the product page improved once trust and story sat above the fold.

## Process notes

- Interviews with the founder + two target buyers
- Competitive pass on D2C watch brands (not to copy—to zig where they zag)
- Two UI iterations after click tests on mobile
- Tight feedback loop with their developer on type scale and image loading
