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Caddis
BRANDING, VISUAL DESIGN, ART DIRECTION
Caddis is an eyewear company whose brand stance is anti anti-aging.
It is refreshing when brands are bold and confident enough to be themselves even if, especially if, it goes against the norm. The brand becomes more than the sum of its parts, it becomes a philosophy, a statement, and a personal identity. Caddies, rock n’ roll, devil-may-care approach to messaging around the mundane task of helping aged eyes see stuff does that well. Why not be bold, make it fun, and own it? This enables the product to stand out and the messaging becomes an anthem, a song you can’t get out of your head. That riff, that part of the chorus you have to hear again. This is brand staying power. It shifts from “I have to wear glasses” to “ I get to wear glasses”. - And yes, I have three pairs.
My Role and Contribution to this project.
BRANDING, VISUAL DESIGN, ART DIRECTION
I worked closely with the Creative Director and a team of designers to polish the Caddis messaging for an even better brand voice.
Acted as art director of photography to bring the spirit and mojo of the Caddis brand aesthetics into greater focus creating a style guide for photography as well as a large collection of images to get started and extend.
I helped to create a visual style guide to ensure brand consistency in the future.
Featured Work
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