Sunglass Hut was the place people went for convenience. It had the products but lacked the inspiration customers needed to pick the perfect pair of shades. In 2017, Luxottica recognised that it was time for a fresh start and a new look for it's retailer Sunglass Hut, in order to strengthen it's iconic status under new leadership and elevate the brand perceived value from the clients.
The main objectives of SGH were: create a premium shopping experience, build special partnerships with key brands, build new fashion-follower fanbase, drive traffic to the site & support sales, last and most importantly become the point of reference for sunglasses in fashion.
The goal was to update and elevate the brand to match its bold ambitions for the future. To help SGH grow into this new phase, me and my team embarked on a digital transformation of Sunglass Hut.
We created a comprehensive new design system, improved strategy, visual identity,
e-commerce design,social as well as numerous other physical and digital touchpoints.
We outlined a new approach transforming SGH into a more expressive, modern,
lifestyle-driven editorial platform, while laying a strong foundation for the brand
to grow as the definitive source of sunglasses.
Example of Product hero type newsletter
With over 3,300 Sunglass hut locations in over 35 countries we managed
to relaunch the brand with a compelling narrative and strategy, which then
distilled into a visual form that's designed to communicate cross-channel.
Banner example
Example of social content - Fashion Week 2018
Examples of seasonal and lifecycle Direct Mailing - Summer Campaign 2019 & Birthday Mailing
This transition eventually helped the brand to create a premium shopping experience, build special partnerships with key brands, fond new fashion-follower fanbase, drive traffic to the site & support sales.
Last and most importantly, Sunglass Hut wanted to become the point of reference for sunglasses in fashion.