How can a watch encourage vulnerability and connection in a world driven by status and tradition? Split Watches, a premium UK watch brand founded by industry veteran Ed Margulies, challenged 20(SOMETHING) to create a brand identity that would boldly reject outdated notions of prestige and instead champion authenticity and collective strength. With a personal journey rooted deeply in overcoming trauma and fostering open dialogue, Ed envisioned Split as a catalyst for meaningful conversations about mental wellbeing.

Our brief was to develop a brand strategy centred on honesty, openness, and genuine human connection. Rejecting typical luxury aesthetics, we crafted a visual identity that features intentionally fractured imagery, physically distorted using ink rollers, scrapers, and scalpels. This distinctive visual treatment symbolises the complexities of individual struggles and the power of shared experiences. Typography and visual elements were chosen to reflect Split's core belief in the strength of vulnerability, pairing tactile authenticity with contemporary elegance.