Alf Lie
The Project
Company Overview
Alf Lie is a Swiss watchmaker whose investment documentation required a more formal, visually refined identity. The project was carried out in collaboration with Highams Saaz, with the goal of giving substance and professionalism to materials meant for investment and stakeholder review.
The Approach
I began by assessing the logo and imagery to identify strengths that could be amplified and potential inconsistencies to be smoothed out. I then developed supporting visual elements typography, layout systems, page templates, imagery treatment that could integrate seamlessly with the original materials. The design language was chosen to invoke precision, elegance and trust: qualities that align with both high end watchmaking and investment communication. Every element from spacing and hierarchy to choice of imagery style was calibrated to ensure that the information memorandum would look authoritative and coherent.
The Brief
I was provided with an existing logo and some basic imagery. My task was to build out a full brand design around these assets to produce an information memorandum fit for investment purposes. Because a subsequent rebrand was planned by another agency, this project needed to establish a strong, credible foundation.
This Solution
The result is an enhanced brand design that elevates Alf Lie’s existing assets into a polished investment document. The information memorandum now presents clean, consistent layouts, refined typography and cohesive imagery, giving investors confidence in the brand’s credibility. Although the identity was later fully rebranded by another agency, this version provided a critical stepping stone—one that grounded the brand in clarity, professionalism and visual integrity.