MB&F
Horological
Lab
For over five years, I was responsible for overseeing the brand’s entire visual communication. From graphic design to art direction, my core mission was to ensure consistency across all touchpoints and convey the exceptional craftsmanship behind each timekeeper.
Each product launch was accompanied by a bespoke, interactive digital presskit, designed specifically for international media. These presskits were translated into ten languages, each version tailored to respect typographic nuances and preserve the design integrity across scripts.
Beyond watchmaking, MB&F also runs M.A.D. Galleries — spaces dedicated to “Mechanical Art Devices” with exhibitions held globally. I developed the visual identities for each show, focusing on email invitations and promotional materials. These identities merged editorial-style photography of the exhibited pieces with custom typographic overlays, each inspired by the featured artist’s creative universe.
In 2018, we collaborated with Swiss stationery icon Caran d’Ache to craft a limited-edition gift set. Developed in partnership with Mizensir, a Geneva-based fragrance laboratory, the project revolved around the theme of childhood memories. Four bespoke scents were infused into wooden pencils, creating a sensory experience that began even before unboxing. The packaging, printed with hot foil on thick laminated cardboard, featured an original illustration depicting imaginative children as inventors — echoing MB&F’s motto: A Creative Adult Is A Child Who Survived.
This project exemplifies MB&F’s unique blend of fine engineering, artistic expression and emotional storytelling.