Creative Director
Located between Boulder and Longmont, it sits at the intersection of urban energy and Colorado’s active outdoor culture.
The name needed to capture hospitality, glamour, permanence and the energy of living on the water in Miami.
When hospitality is at the centre of the brand, communication should feel physical, generous and enduring.
Watson created the name and brand identity for The Moraine, a residential community in Colorado’s Rocky Mountain foothills. The identity blends rugged natural textures with modern simplicity, using a jagged rock-and-house logo, angular typography, and a cohesive icon set. Photography and CG renders combine to express both the outdoor lifestyle and architectural aspects of the development.
Watson, a New York-based agency, created the brand identity for Villa Miami, a luxury residential project by Major Food Group. The identity draws inspiration from the feeling of hospitality found in iconic restaurants like Carbone, using bold typography, vivid orange tones, and a blend of archival and contemporary imagery. The project includes tactile deliverables such as newspapers, books, and signage to evoke a sense of physical generosity and permanence.
Episode 138 of The Spark podcast from Creative Boom features Barrington Reeves, founder and creative director of Glasgow-based studio Too Gallus. The discussion explores how smaller studios are thriving through agility, technology, and cultural connection, alongside creative news about Apple, Meta, and Lego. The episode also highlights spooky children's illustrators, a book on blockchain by Chris Dixon, and tips for going freelance in 2025.