This project was to design around a mood board and a specific adjective. For this clock design, the adjective to be designed around is serious. The moods board included images of other serious products, as well as serious environments. Specifically, Braun had a strong influence over my design thinking throughout this project. There was, however, a long time spent debating between the use of a digital clock face, which is associated with modern design, rather than a traditional analog face.