1. Development/DesignofCampaignMarks
Designfocusesonthecompanyʼsupdated,trendyand
reimaginedbrandingidentitydevelopedduringthelast
decade.Glassesareinspiredbyexisitingbrandaesthetic,
whichisart-inspiredandmodern.
However,whilethesedesignsusefresh,contemporary
designappdesignapproaches,thedesignsconsistentlypayvisual
homagetoclassicdesignelementsofthebeloved
hundredyearoldbrand.
ExamplesofClassic
HenriBendelLogos
Brandhasremaindedtrue
totheessentialdesign
aesetheticsince1895.
.
ColorPalette
Designpalettedevelopedfrom
famousrichbrownandwhiteof
classicBendellogo.Black6C
7504C
4625C
Establishedin1895,HenriBendelisanAmericanupscalewomen'sspecialtystore
thatsellshandbags,jewelry,luxuryanddesignerfashionaccessories,cosmetics,
fragrancesandgifts.
Since2014,HenriBendelhasbegunacampaigntohighlighttheirnew speciality
eyewearcollection,targetedtowardsayounger,“hipper”demographicofwomen,
agesapproximately23-40.

2. eyespy !
style
design
art
DevelopmentofCampaignStrategy
DesignforEyeSpyutilizesandfurtherdevelops
contemporary,“hipper”aestheticandconceptual
approachofnew,establishedBendelbranding
identity.Designtargetsayounger,modern,more
fashion-forwardfemaleconsumerdemographic.
DevelopmentofEyeSpy
EyeSpyisnotonlyaplayfulpun,butalsoa
funandenergizedcalltoactionthatconnects
theconsumertothebrand,whileconnotingthe
manydynamicandinspiredelementsofthe
New 2015EyewearCollection;EyeSpyisused
adaadaptivelythroughoutthecampaign.
SelectedDesignMark
Trendyandhip,anartfulglassesdesign.
Typefaces
Futura
Clean,geometricsans-seriftypefacethat
reflects thetrendy,moderndesignapproach
oftheEyeSpycampaign.
EmmaScript
PlPlayful,modernscripttypefacethatspeaks
totheintendedyoungerdemographicand
complimentsdesignstrategy.

3. PrintCampaign
Designutilizescontinued
freshandchicaesthetic,
whilegivingadirectnod
toBendelʼs“BendelGirls”
designs(exampleabove),
usedonausedonarangeofhigh
endmerchandise,suchas
iphonecovers,makeup
bagsandstationary.

4. CampaignSignage
Designhighlightingfourofthefeatured
eyewearstylesof2015;designincludes
congruousstrategicandvisualthemes
presentthroughouttheEyeSpycampaign.

5. CampaignMailer
Mailerannouncingthenew 2015eyewearcollection.
Centercutoutframesglassesandrevealsinternaldesign
whenmailerisopened;emphasizingthatthebeautiful
new collectiongoesbeyondglassestobecomeart–
justasHenriBendelʼsdefiescustomerexpectation.
Sealedmailerexterior
Sealformailerexterior
Openedmailerinterior