Bailey Nelson

THE PROCESS

At the heart of the transformation, the review and re-imagining of the Bailey Nelson wordmark and how it’s used. From store signage to eyewear branding, off and online advertising and POS, we created a new stylish wordmark that could appear generously across touchpoints to enhance brand recognition and cut-through. 

Complimenting the new wordmark we developed a dynamic and feel-good toolkit of typography, colours, photography and illustrations which can be adapted to communicate everything from style and seasonality, product and price, eye health and optometry, and everything in between.

We also worked with the business in developing their approach to stores from customer segmentation to signage, window communication and in-store messaging.

THE OUTCOME

A fresh logo that’s brought renewed life and energy to the Bailey Nelson culture and is getting noticed in the market, combined with a system of communication tools empowering the business to express itself and its products and services confidently, clearly and with impact across all markets.

THE BRIEF

Bailey Nelson is an Australian founded eyewear and eyecare company. Emerging in the early 2010s it made great in roads within the spectacle market, offering stylish and very affordable frames and lenses. Over the last decade the brand has grown to include over 100 stores Australia wide, stores across New Zealand, UK and North America, a quality Optometry offering and a mighty e-commerce platform.

Although having served the business well to this point, the original brand identity was no longer cutting through. It was one of many in a category filled with double name brands, upper-case sans-serif wordmarks and simple DTC style aesthetics.

With big ambitions to further grow, the business was seeking the development of their brand identity to drive awareness, improve perceptions of expertise, quality and price and bring some joy into the category. 

The business also needed a robust design and communication system that could work across all messages, channels and markets. And with a quickly expanding team, operating in an always on retail environment, the system had to be easy to implement and cohesive in its output.

SERVICES
Logo
Brand Identity
System Design
Communications Design
Store Signage
Store Schema
Style Guide
Art Direction

ILLUSTRATION
Thomas Hedger

THE PROCESS

At the heart of the transformation, the review and re-imagining of the Bailey Nelson wordmark and how it’s used. From store signage to eyewear branding, off and online advertising and POS, we created a new stylish wordmark that could appear generously across touchpoints to enhance brand recognition and cut-through. 

Complimenting the new wordmark we developed a dynamic and feel-good toolkit of typography, colours, photography and illustrations which can be adapted to communicate everything from style and seasonality, product and price, eye health and optometry, and everything in between.

We also worked with the business in developing their approach to stores from customer segmentation to signage, window communication and in-store messaging.

THE OUTCOME

A fresh logo that’s brought renewed life and energy to the Bailey Nelson culture and is getting noticed in the market, combined with a system of communication tools empowering the business to express itself and its products and services confidently, clearly and with impact across all markets.