Bailey Nelson
Brand
Bailey Nelson is a new Australian eyewear company. Its founders, fed up with the glitz and gouge that’s become industry standard, wanted to do something different – sell beautiful, quality glasses for a price that’s a whole lot fairer. We created a brand identity to help them harness their passion, convey their purpose, and stand for people over profits.
Projects
In collaboration with
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.
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.
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.
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Framework — Bailey Nelson’s design principle — is inspired by the very glasses they sell. It brings a structure and direction to everything we create, from digital and print designs to in-store experiences.
What’s more, it allows us to highlight different features and moments, acting as an incredibly effective (and quite literal!) framing device.
