MINUS-8 is a industrial design and product design project share by Brett Lovelady on his Behance profile. There are so many things to love about this project and the fact it's from 2 years ago is even more interesting for me. The watch brand was created by Astro Studios designed to express the things that make the West Coast so special: Free thought, pure form, and always living on the leading edge of America. The outcome is a truly beautiful watch with a mix of style and function well balanced out.
Another important thing for me is that as the fad for smartwatches are sort of passing or settling we see that the classic wristwatch has a place in the market, even if it's just for style. The progressive, layered construction makes MINUS-8 as future-focused in its aesthetic as it is in its ethos.
The MINUS-8’s brand is inspired by californias eight-hour distance from Greenwich Mean Time. We believe America’s West Coast culture gives us the freedom to be innovators and change-agents. The progressive, layered construction makes MINUS-8 as future-focused in its aesthetic as it is in its ethos.
Since launching MINUS-8 in 2014, they’ve created 5 full lines of watches as well as a collection with another native San Francisco apparel brand, NICE Collective. With a new brutalist aesthetic, established Japanese movements, space age details, and best-in-class materials, MINUS-8 represents a new standard within the category.
Product design process
About Brett Lovelady
Brett Lovelady is a designer, communicator and angst ridden creative capitalist. After receiving his BFA in Design at BYU, he escaped to Silicon Valley to design the future. After his successful run as Vice President of Design at Lunar and Frog respectively, he sought absolute power (aka responsibility) and unbridled creative license. This led him to the founding of Astro Studios in 1994, and it’s been a giant fun-filled waterslide of bringing innovative products to market, turning venturous sparks into fireballs, and becoming a global design voice.
For more information check out http://www.astrostudios.com/