Revamp of flagship title, World of Watches (WOW) for Heart Media in 2013
Revivified the flagship title of Heart Media, when I joined. Turned a borderline comical magazine — one with a whimsical visual language that was literally lowbrow, garish, clichéd luxe interpretations of fine watches into a resource/periodical for the 21st century modern man.
Working closely with the editorial team; I pointed the design direction towards an idealised hero version of the ideal reader profile (anchored around the neutral, beefed up versions of the Franklin Gothic typeface), which formed the bulk of the readership: practical, elegant and dignified, well-read, bold and confident modern man, with a healthy sprinkling of sprezzatura. While the aesthetic was composed to be alpha, it was also designed to take a backseat as well, to the ingenunity and flair of the watches showcased.
This set the blueprint for the magazine that is still a resource to this day for subsequent art directors of the magazine; the visual archetype and sensibility, and throughly-researched reader profile, forming the bedrock of their aesthetic. The title has since become one of Asia's top watch perodicals and has launched in 8 different countries, with localised and syndicated content for their respective markets.
Before and after
