Swatch Group

18 Brands

Volume And Range

I managed creative across the full portfolio, moving between brands with different audiences, price points, and visual rules, often within the same day. Every piece was built around its brand's guidelines and campaign goals, with no shortcuts borrowed from a sister brand. 18 brands, with 3 to 4 new creatives per brand each month.

95%

First-Pass Approval

By spending my first two months learning each brand deeply, from guidelines and positioning to the small details brand teams care most about. I was able to make confident decisions inside each brand's rules instead of guessing, and revisions dropped to almost nothing. Near-100% first-pass approval after two months.

+7%

Increase In Store Sales

Through designs created around what the brand needed to say to the customer standing in front of it, pairing strong composition with storytelling that gave shoppers a reason to stop and look closer. Polished retouching and accurate colour made sure the watches themselves carried the message. Results demonstrated a sustained 7% lift in sales of promoted products across.

Marketing A Portfolio Of Brands With Unique Identities.

Client

Swatch Group

Retail Marketing, Brand Management, Campaign Design, Print Production, Digital Retouching.

Roles

Timeline

3 Years

Swatch Group is the world's largest watchmaking group, with eighteen individual brands under one roof. Each brand has its own audience, price point, heritage, and visual rules, and many of them share the same retail floors. Marketing across a portfolio like that isn't about one great look. It's about giving each brand exactly the look it needs, every time, without letting them bleed into each other.

Overview

In an environment as established as Swatch Group, the risk isn't just a bad creative. It's a creative that's off brand. If you start using non-swatch colours that your printer will make close but not right. Or a layout that borrows from a sister brand, or an image that doesn't hold up at billboard scale. You begin to chips away at brand equity that took decades to build, and in luxury and premium retail, customers will notice.

The Challenge

I treated each brand as its own client. That meant learning its guidelines, positioning, and visual language deeply enough to make confident decisions inside them rather than checking every choice against a PDF. From there, every piece started with the marketing goal, whether that was launching a collection, driving traffic to a retail partner, or anchoring a seasonal promotion. The design then followed from what that brand needed to say to their customers in their unique space.

The Approach

I became someone who could move between brands in the same afternoon and get each one right, with the marketing instinct to know what a piece needed to accomplish and the production discipline to make sure it arrived exactly as designed.

With work spanned banners, billboards, and in-store displays, each balancing bold visual impact with strong composition and brand storytelling. I took every project from concept to print-ready execution, managing colour accuracy, resolution, and layout at scale so the finished piece looked as intended whether it was a counter card or a building wrap. Retouching, colour correction, and image enhancement brought the product photography up to the standard these brands are known for, so the watches could do the selling.

The Results

Brand & Retail Marketing

Developed advertising and in-store materials across a portfolio of eighteen brands and two multi-brand retail companies.
Aligned each piece with its brand's positioning and campaign goals, from collection launches to seasonal retail promotions.
Kept each brand distinct in shared retail environments, protecting brand equity across a crowded portfolio.

Campaign & Display Design

Designed banners, billboards, and in-store displays that balanced bold visual impact with strong composition and storytelling.
Adapted creatives across formats and scales, from counter displays to large-format outdoor.
Interpreted detailed style guidelines for each brand to make confident creative decisions within them.

Production & Image Quality

Took projects from concept to print-ready execution, ensuring accurate colour, sharp resolution, and seamless layout at scale.
Retouched, colour corrected, and enhanced product photography to meet each brand's premium standard.
Managed final files and specifications so finished pieces matched the design exactly in print and in store.