Bailey Nelson is a different kind of eyewear operation. In an overpriced and uninspired industry, their mission is to make buying glasses one of life’s pleasures. How? Through beautiful, affordable eyewear, warm, inviting stores, and passionate, genuine people.
But as their small business began to grow, they realised they needed a better way to protect their culture, communicate their offering, and ultimately define their identity. They needed a brand that meant more than good glasses.
Because Bailey Nelson has always provided affordable eyewear, customers often bought multiple pairs to suit their different activities, lifestyles and even moods. In a nutshell? They used their glasses to express their individuality.
We tapped into this benefit to create a brand around the idea of ‘Look Different’ – an invitation and celebration of individuality. It became a mantra, an attitude and lens through which to approach not only their brand and communications, but also business decisions like who to hire.