Analog:Shift
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.