Objective: Design custom letters for the new watch company STEM Automatic. Their name is a reference to the earth's axis, so the brand must somehow relate to that.
A watch can be more than just a time-telling device, it can be a symbol of power and wealth. So why not combine it with an art style all about showing off wealth? Create an Art Deco Watch!
The aim was not to simply emulate Art Deco, but to try and evolve it for modern times, while also understanding what made it great, to begin with.
