When I took over as Art Director for Fashion Optical, they had a long established brand with a lot of inconsistencies in their branding. I wanted to give the brand an updated and modern look while keeping to their roots of quality craftsmanship.
My direction of the brand was to evoke the sense of quality product and contemporary design through the use of beautiful imagery, a clean and modern use of design elements, and accents of wood grain to bring in the craft element.
Website Design Refresh
In an effort to establish a more consistent brand identity, and as a part of a general brand refresh, I updated the look of the website while keeping the basic structure the same. I updated colors, imagery and illustrations to help communicate a quality product with a crafted feel. A complete redesign of the "Products" page was necessary to increase usability.