The brief: Uncomplicated Times needed an identity that reflected the clients approach to luxury watch sourcing - personal, considered and uncomplicated. The opportunity was to create a brand with the refinement expected in the watch world, without the complexity that can often come with it.

The story/message: At the heart of Uncomplicated Times is a simple idea: sourcing a watch shouldn’t be complicated. The brand is built around making the process of finding the right luxury watch feel more personal and considered - cutting through the waitlists, guesswork and middlemen to offer a more direct approach to sourcing.

The name says it plainly, and the messaging follows suit. Understated and assured, it allows Clare’s knowledge and personal approach to come through at every touchpoint.

The look: Drawing on classic references through a contemporary lens, the identity brings together a distinctive serif-led typographic system, muted palette and an hourglass-inspired brandmark formed from the U and T - a subtle reference to time without relying on the expected watch or clock motifs. Elevated and understated, the result is an identity with a presence that holds its own in the watch world.