The Project

The Name Behind The Names

There’s no better place to start than immersed in history at the New York Horological Society. The ask? Relaunch an iconic, (albeit now defunct) watch case manufacturer as a modern watch brand with deep historical significance. Dennison had once made watch cases for Rolex, Omega, Jaeger-LeCoultre. This relaunch had to honour that legacy with quiet confidence with built-in credibility. They were The Name Behind the Names.

We started in the archives and built from the ground up: brand positioning, brand identity design, pricing strategy, the watch design brief, and product direction. We reviewed concepts from Swiss designers and shaped a brand strategy grounded in Dennison’s legacy but built for today.

From a cache of century-old artifacts—magazines, ads, boxes—we pulled visual inspiration. These informed everything from logo design (reimagined and placed boldly at 4 o’clock) to colour palettes, packaging, typography, and material finishes. Photographic style, video, art direction. Every brand detail, considered. Then came the launch: full brand identity, digital experience, and e-commerce site, all tied together with striking content and a story worth discovering.

The Results

The brand is thriving. We helped them sell out the first run of watches, with more models on the way.