Midnight Watts is an Etsy store I created to sell custom illustrations of homes and rooms. The name is a spin-off the idiom “burning the midnight oil” but updated for the digital age. My goal was to create a brand that felt unique from what users typically see on Etsy, while still fitting the overall energetic and bubbly vibes of the site.
The color palette and typography was chosen to evoke the feeling of neon lights at night.
