Reformer Watches
2020
Product :: Brand :: Oversight
In early 2020, there was a vision for creating a men’s wristwatch fashion brand that provided beautiful timepieces, at an affordable price, with a powerful brand ethos. The idea was: how can we provide watches that have Swiss movements, inspired by Italian design, that are affordable to young professionals. Furthermore, can we use the product as a springboard to a brand narrative that reinforces hospitality, deference, and civil discourse. Reformer Watches was born - more of the story below.
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![Product Shot: Reformer Watch]()
1 of dozens of watches designed and manufactured by Joshua Mohline for Reformer Watches.
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![Brand creative]()
Go to market photo shoot produced and creative directed by Joshua Mohline.
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![Brand Building Photo]()
Go-to-market photo shoot.
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![Brand Creative]()
Still from launch day promo video production that Joshua oversaw and creative directed.
What I did
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I lead the entire charge from soup to nuts. This includes gathering a team of creatives, suppliers, administrators, and executors to create the company from scratch.
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I personally designed and curated every watch by hand. This process was led by research, discovery, and creativity. I found manufacturing, and built a website to sell and distribute the product.
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The creative direction, art direction, and brand message was all a product of my oversight. I led the production of all videos, photography, and copywriting for the brand.
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Reformer Watches shows that Joshua is more than just a creative artist. The ability to oversee product, operations, and make sure the company is operating profitably shows his deep skill set in finance, forecasting, and fiscal management.
Creative
Original brand launch promo video. Produced and directed by Joshua Mohline. Inspired by classic civil discourse combined with bold, high fashion branding.
Branding
One of the more impressive elements of my oversight of Reformer has been product, content, and creative. With very limited budgets and resources, I was able to create a brand that I would stand up against some of the nation’s strongest brands. Let’s take a look.
