Fossil Group


Relic is one of Fossil's loved fashion accessory brands. Vibrant, fresh and full of unexpected details, the brand distinguishes itself from Fossil's vintage aesthetic with a contemporary style.

From 2010 to 2014, I had the privilege of managing the Relic brand daily. As Art Director for Relic, I managed a small design team to ensure all concepts were designed with proper brand tonality and visual expression related to graphics, digital, web and advertising campaigns. I built and maintained the Relic brand through the construction of brand guidelines, iconography, color palettes, lettering, imagery and messaging. I interfaced with the product design team to capture the essence of the seasonal trend and the merchandise team to translate brand objectives into creative specs.

Fossil Group
Art Direction
Brand Design
UX/UI Design
2010 – 2014

The Goal

Building a Lifestyle.

Brands are built to evolve. This means keeping the brand flexible. Some elements remain core and have long timelines. Some elements remain free to evolve with the seasonal trends.