Commissioned directly by Marloe Watch Company, this project involved creating the launch imagery for the Tay — their first watch designed specifically for a slimmer, feminine wrist, and a significant moment in the brand’s evolution.
Shot on location in and around Wapping, East London, the brief was to honour Marloe’s distinctive outdoorsy, adventurous brand identity while introducing a softer, more feminine aesthetic befitting the Tay’s design.
The result is a series of lifestyle product images that keep the watch firmly at the centre of every frame, while the Wapping riverside setting — industrial, characterful, and quietly London — provides a backdrop that feels true to the Marloe spirit.
Balancing a brand’s established visual identity with the demands of a new audience is a creative challenge that requires careful consideration — too far in either direction and you either alienate existing customers or fail to connect with new ones.
The Tay shoot navigated that tension deliberately and successfully.
Photography by David McConaghy. Styling by Annie Fern.
Whether you have a full brief or just an idea, I'd love to hear about it. Get in touch and we can talk through what you need.