Analog:Shift is the premier purveyor of vintage watches in New York City and beyond. Anchored by their deep, eclectic catalogue of timepieces and obsession with history and storytelling, Analog:Shift is bringing their passion to an ever-growing audience of watch lovers as they expand around the world.
GrandArmy worked with Analog:Shift to construct a 360-degree brand experience, containing an identity platform, visual merchandising system, customer journey packaging design, store design, event design, out-of-home campaign, and brand film—all centered on the intricate, emotional stories that watches tell.
The identity takes a systematic approach to capturing Analog:Shift’s multi-faceted audience and goods; beginning with a charming trio of typefaces. [Alex Slobzheninov’s] Right Grotesk by Pangram Pangram Foundry takes centre stage as the primary typeface, with support from Lineto’s Bradford and Milieu Grotesque’s Maison Neue. “Each font in our typeface system has unique merit for its role, but they also all enhance each other when combined,” Creative Director Joe Haddad tells us, backing the prolific family of Right Grotesk alongside Bradford’s nostalgic, storytelling tone and Maison Neue Mono’s mechanical aesthetic.