Overview

Phigora, a luxury watch retailer, approached AP Keaton with the need for a complete brand refresh, an engaging social media presence, and a high-end website that would position them as a premier destination for luxury watch enthusiasts. With only a logo to start, I led the branding, digital marketing, experiential, and UI design to create a cohesive and sophisticated identity that reflected the technical expertise and timeless elegance of Phigora’s offerings.

Branding: Establishing Elegance & Precision

With Phigora’s reputation as a trusted source for luxury timepieces, I developed a brand identity that merged precision with sophistication.

Typography & Color Palette

The refined typography and gender-neutral color palette were carefully chosen to elevate the brand, offering a balance between luxury and modernity while reflecting the technical craftsmanship of watchmaking.

Key Visual Identity

A defining insight I introduced was leveraging AI-generated imagery to create intricate watch elements floating in space. Using Midjourney, we produced stunning, high-end visuals without the need for an expensive photoshoot, significantly reducing costs while maintaining a premium aesthetic.

Intricate Watch Illustrations & Iconography

Inspired by the intricate mechanisms of high-end timepieces, I designed custom illustrations and iconography that became a signature element of Phigora’s brand.

Experiential: Bringing the Brand to Life

Beyond digital, I ensured Phigora’s brand extended into physical and experiential touchpoints:

• Luxury Packaging & Print Collateral: Designed sophisticated packaging and printed materials that emphasized craftsmanship and attention to detail.

• Experiential Store Concepts: Developed immersive store experience that aligned with the brand’s identity, offering high-end clientele a tactile connection with Phigora’s world of luxury watches.

Digital Marketing: Engaging the Right Audience

A strong digital presence was essential in positioning Phigora within the competitive luxury watch market. I crafted a dynamic marketing strategy centered on storytelling and audience engagement:

• Social Media Animations & Content: To captivate Phigora’s target audience, I designed sleek, modern animations that remained consistent with the refined brand identity. These pieces seamlessly blended luxury fashion culture with the brand’s technical expertise, making Phigora stand out in the digital landscape.

• AI-Driven Visuals: By integrating AI-generated creative assets, we were able to deliver striking digital content that resonated with luxury consumers, keeping the brand both cost-efficient and ahead of digital trends.

UI Design: A Seamless & Luxurious Online Experience

The final piece of Phigora’s transformation was the launch of their new website. The goal was to create an online experience that reflected the brand’s newfound sophistication and technical prowess:

• User-Centered Design: The website was designed with a seamless, intuitive user interface that made discovering and purchasing luxury watches an effortless experience.

• Refined Aesthetic & Functionality: I ensured that the website’s design aligned with the brand’s visual language, featuring high-end imagery, sleek layouts, and engaging interactive elements.

• Mobile Optimization: Given the luxury consumer’s preference for mobile browsing, the site was fully responsive, ensuring a seamless experience across all devices.

Impact

Through a strategic blend of branding, digital marketing, experiential, and UI design, I helped Phigora establish a strong, cohesive identity that elevated its presence in the luxury watch industry. The transformation positioned Phigora as not only a retailer but a brand synonymous with elegance, precision, and innovation.

Looking to create an impactful brand transformation like Phigora? Let’s connect.