Timex

Campaign Concept | Graphic Design

I created a spec multi-channel campaign and re-brand for Timex’s beloved Ironman line in 2016 as displeasure with the patriarchy was at an all-time high. The concept led to the slogan “It’s About Time,” highlighting the common feeling that our society had been too male-dominated for too long (the “Ironman” name was first seen on a watch in 1986).

Turning Ironman into Ironperson was bold, but it made sense when I considered Timex’s core value of “courage”. It also aligned with the “inclusive culture” and “diverse workforce” they proudly mention on their website.

I produced print ads using existing Timex imagery and a T-shirt displaying the redesigned logo. For obvious reasons, I scrapped my plans for a TV commercial script featuring shots of non-male athletes in action with a personal monologue about the effects of seeing the word “man” on everything.