Bailey Nelson Brand Refresh
Back in 2012, two guys started selling hand-crafted eyewear at Bondi market. They wanted to bypass the unfair, overpriced global eyewear market. By 2018, they had grown rapidly, with over 70 stores in four countries. The brand needed to re-affirm their position as proudly Australian, global disruptors. Leading an internal creative team, I helped define the refreshed strategy and identity. ‘Look Different’ became our mantra for disruption, inspired by our view of the established eyewear industry and applied to every aspect of the new brand.
Created at Bailey Nelson
Role: Head of Creative
Artists: Zac Fay, Matt Blease, Hanna Lee Joshi, Tom Gerrard, Funskull, Abbey Withington.
Photographers: Alana Dimou, Rene Vaile, Cybele Malinowski, Gavriel Maynard, Max Doyle, Nogani Moore, Ryan Nix, Ben Murphy.
Animation: Conlan Normington, Never Sit Still.
