One word: Timeless. This is what I was told the day I had my first meeting. And from that point onwards, it was all I could think of. In this case, color and font mattered the most. And so, within a week and a half, I was able to come up with something that didn't slap you in the face. The whole point of this was to make sure users were taken through a journey that seamlessly took them through the website while emphasizing the watches. I didn't want the font or color to compete with the product, instead I wanted the two to blend in.