Nooka

Nooka is the brainchild of Matthew Waldman. Studying a wall clock in a London hotel in 1997, he was struck by how few options existed for time display. Taking this to the drawing board, he developed and patented a new convention of representing and communicating time, and thus was born the Nooka.

The name derived from the native pronunciation of "New Yorker," also appropriates the term "new" to express the core value of innovation. To add dimension to the brand, we distilled the core values even further, capturing them in the logo, flexible color system and catchy tone.

Innovative: futuristic font, and bold capital letters
Provocative: the infinity symbol, sexy photography, catchy copy
Subversive: the name, and the revolutionary timekeeping of the watches themselves

Nooka is sold in the gift shops of New York City's Museum of Modern Art as well as museum shops and fashion stores worldwide.