Vint & York
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Challenge
Vint & York launched with a distinctive vintage-inspired eyewear line but no brand, positioning, or digital presence. There was no visual system, narrative, or customer experience to translate the product into something culturally relevant. The challenge was to turn a collection of frames into a cohesive lifestyle brand capable of standing out and driving demand in a crowded fashion eyewear market from day one.
Strategy
I built the brand from the ground up by defining positioning, tone, visual identity, and overall aesthetic direction. From logo and typography to casting, wardrobe, photography, and video, I created a retro-modern brand world designed to feel curated and culturally credible. I directed campaign shoots and produced video content, then translated that vision into a performance-driven e-commerce experience that balances storytelling, clarity, and conversion.
Results
The launch established immediate traction and a credible market presence. Within 18 months, unique visitors increased by 35 percent, combined sales surpassed $1 million, and brand awareness lifted by 50 percent by Q3 of the first year. Vint & York evolved from a product idea into a distinctive lifestyle brand with measurable commercial impact.
A brand doesn’t end with a logo. It succeeds when every customer interaction reinforces the same story.
The Vint & York website transformed the visual identity into a complete digital retail experience. From homepage storytelling and product merchandising to mobile interactions and responsive layouts, every element was designed to express the brand’s vintage-modern personality while supporting product discovery and online sales.
The result was an e-commerce experience that felt less like a catalog and more like walking into a carefully curated boutique.
A memorable brand is built through consistency. Every photograph, color, type choice, and visual detail should reinforce the same story.
These creative direction boards established the visual language that guided campaign photography, social content, digital experiences, and future marketing initiatives. By defining the brand’s aesthetic before execution, every customer touchpoint felt intentionally connected and immediately recognizable.
