Zelos was already pushing the boundaries of watchmaking with limited-run timepieces crafted from meteorites, carbon fibre and other unconventional materials. What they needed was a brand story that matched that ambition.

Working closely with founder Elshan Tang, we developed the tagline, “Innovative Watchmaking That Dares”, and rewrote the brand story and website copy to position Zelos as a challenger to industry convention.

The new messaging sharpened their identity, connected with collectors worldwide, and gave the brand a voice as distinctive as the watches it creates.