Eyebuydirect's Brand Evolution
Visual Identity Refresh for Eyebuydirect - an ecommerce eyewear brand.
Role
Design Manager / Strategist
Industry
E-commerce
Duration
2 months
Eyebuydirect
Eyebuydirect is an E-commerce brand that provides stylish prescription eyewear at affordable prices. I played a key role in the visual identity and rebranding project, serving as Design Manager and overseeing all aspects of the brand’s visual design.
My responsibilities included:
Creating visual content for newsletters, website UI, and landing pages.
Planning and executing product campaigns.
Producing visual content such as model photoshoots and product photography.
Produce monthly reports for performance marketing team to assist them create more engaging content on social media platforms.
Research and analysis of performance data to improve conversion rates, click rates and open rates for newsletters and website.
Collaborating and planning with cross functional teams
Crafting content for various touch points, including social media, affiliate channels, and direct mailers.
My work ensured a cohesive and engaging brand experience across all platforms, reflecting Eyebuydirect's commitment to style and affordability.
Understanding the Brand
The primary goal was to understand the brand's prespective among its customer and enhance the visual elements of Eyebuydirect accordingly. I began by identifying key issues and differences between business goals and brand perception.
The first step was to thoroughly understand the competitors and customers of Eyebuydirect. Through an in-depth research phase, it became evident that Eyebuydirect needed to foster a stronger connection with its customers and reposition itself as a warmer, more people-centric brand.
The email marketing being one of the most prominent sales channel for the brand, we began analysing it's impact and its performance among the customers. The existing brand image felt cold and overly promotional. Our plan was to transform Eyebuydirect into a lifestyle brand that genuinely cares about its customers.
We embarked on the visual refresh by establishing clear guidelines for layouts, photography, and typography. This ensured a cohesive and consistent brand experience across all touch-points.
Promotional To Lifestyle
We meticulously streamlined product photography, graphic elements, typography, and colours to enhance the brand's proposition. This cohesive approach positioned Eyebuydirect as an energetic, dynamic, and relatable brand, resonating more deeply with its customers.
The transition helped the brand attract more customers, increase sales and revenues, and significantly enhance its market presence. The successful refresh was a testament to the collaborative effort across various departments, aligning visual strategy with business goals.
Brand Identity Update 2.0
Essilor Luxottica, the parent company of Eyebuydirect saw a huge potential with the brand and therefore stepped in to help take the brand to new heights. Following the successful visual refresh, we received great customer feedback in terms of increasing sales revenues and more social media engagement. However, the new goals of the brand was to become a major reckoning inn the eyewear space in the US.
Our next objective was to establish a deeper connection between the brand and its customer base. With guidance from the Essilor Luxottica group, Eyebuydirect's leadership team committed to investing additional resources into brand communication. This move aimed to adapt to the evolving e-commerce landscape and develop a more diverse and comprehensive business strategy, positioning Eyebuydirect as a powerhouse in the eyewear industry.
Eyebuydirect - Every Vision of You
In collaboration with key departments including Marketing, User Experience, Sales, Development, and the Brand Team, Eyebuydirect successfully established a refreshed and cohesive brand identity.
Purpose: To empower everyone to celebrate their individuality.
Vision: To help people see well, feel confident, and achieve their highest potential.
Mission: Provide an exceptional eyewear experience with a diverse range of quality, fairly priced glasses and personalized service so people can truly express their authentic selves.
In Retrospect
Experiencing the evolution of Eyebuydirect's brand identity was an invaluable learning journey for me. Understanding the business goals and strategies, emphasising collaboration, and focusing on the bigger picture were key takeaways.
The most rewarding aspect was gaining a deep understanding of Eyebuydirect's consumers and aligning their needs with the business objectives. This holistic approach was crucial in crafting a brand that resonates with its audience while achieving its goals.
