Choose Your You
Foster Grant wanted each new collection to have its own distinct personality. I built each one around its product, style, and audience, creating a story that gave customers something to connect with while staying true to the Foster Grant brand.
Each collection includes three versions of the copy. A long form version for the website, a standard version for retail and marketing materials, and a short form version for packaging, usually built around the collection tagline.
Collection: Sun Luv Sunglasses
Audience: A new, younger audience for Foster Grant, including Gen Z and younger Millennials. Thoughtful, creative, and social, they balance trends with a strong sense of self-expression.
Voice: Confident and genuine in a light-hearted and easygoing way.
Conceptual mockups and visual explorations created to support campaign storytelling and presentation
Collection: To-Go Travel Reader
Audience: People over 35 who may not want to admit they need to bring reading glasses with them when they travel.
Voice: Foster Grant’s intelligent yet easygoing tone, with some sophisticated playfulness mixed in.
Conceptual mockups and visual explorations created to support campaign storytelling and presentation
Collection: Kids
Audience: Kids want to wear this collection and parents want to buy it for them. At least that’s what we’re going for. So, while we speak to our young friends about how cool these styles are, we also tell their parents about how much they protect their kid’s eyes.
Voice: We’re a little more playful and youthful in our Foster Grant spirit.
Conceptual mockups and visual explorations created to support campaign storytelling and presentation
Collection: All Terrain
Audience: The adventurous. They hike, climb mountains, bike, swim, kayak, and ski. And they need sunglasses that do all those things too.
Voice: Foster Grant’s overall voice with a mix of extra enthusiasm and action and a lighthearted twist.
Conceptual mockups and visual explorations created to support campaign storytelling and presentation