The Brushed Edit
Art Direction, Creative Copywriting and Graphic design
The 5TH is a direct-to-consumer watch brand specialising in design-led collections released in limited drops.
I worked here as the In-House Graphic Designer (2019–2022) where I led the end-to-end creative development of commercial campaigns.
The Brushed Edit was one of my favourite campaigns, created to launch two new, minimal watch styles.
The timepieces themselves were simple and refined, featuring subtle brushed metal finishes. To reflect this, I developed a series of expressive brushstroke assets that mirrored the texture and movement of brushed metal. These visual elements not only personified the product’s design details but also reinforced the idea that each watch was was the perfect blank canvas to complement and elevate the wearer’s personal style.
Brand The 5TH Watches
Photography Daniel Herrmann-zoll
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