Teddy Baldassarre is the host of the world's leading YouTube channel specializing in wrist-watch related content. When he approached us to re-design his company’s branding we developed a light sophisticated identity that brought Teddy in dialogue with other high-end accessory companies. Designing the digital experience of his online shop required us to find a balance between minimalism and depth. Making the site user friendly yet inclusive of all the intricacies of the products, challenged our team to re-imagine the modern e-commerce interface.