Kaleo (new) - Jay Nugent

Clocks and Colours Rebrand

Credits: Creative Direction, Art Direction, Brand Strategy, Branding

In 2022, Clocks + Colours set out to rebrand and solidify the creative direction of their next chapter. A chapter that is aimed at elevating the brand from its metal music and moto roots to a premium sterling silver brand that captures the timeless appeal of rock 'n' roll. Over the next 18 months, I worked closely with our founder, marketing and brand teams to redefine the new era of Clocks + Colours.

This rebrand included an update to our primary and secondary logos and the introduction of a new brand mark. A customer brand font, monogram and pattern was built, as well as a detailed graphic brand standards for internal and future external partnerships. Brand statements, missions, vision/values and archetypes were defined and consolidated into a 60+ brand bible, the first one in the brand's history.

In 2023, I oversaw the final phase of the rebrand as we merged our sister brand "Etah Love" into the women's offering of Clocks + Colours. This included a complete website redesign, new ecommerce on-figure and product photo direction for over 400 products. As well as a new social and brand strategy aimed at satisfying our current audiences while opening up our image to new female and male audiences.

See Brand Bible below:

Primary logo goal: Redesign logo to be less associated to the biker/moto world and more in the fashion/luxury space.

Monogram goal: Redesign logo to be less associated to the biker/moto world and make it more compact and scalable across digital and physical applications.

Brand mark goal: Have connect to the primary logo and monogram and be simple enough to apply to accessories.

Example of brand mark application on accessories.

Brand and social transition from black and white imagery to more colour across all channels.

Lifestyle photography direction. (shot by @kanelayland)

Product photography direction. (shot by Phil Martland)

Selects from updated on-figure ecomm imagery for new website (shot by Allie Mavian)

Updated product ecomm imagery for new website.

Website redesign from black background to white, with product imagery update to grey background and new on-figure, colour imagery.

Clocks and Colours flagship store. Designed and fabricated to reflect the brands new and elevated direction. The store serves as an inclusive gathering place for the cities’ creative communities, featuring parties, artist showcases, private styling sessions and workshops.