Brand | Foster Grant
Industry | Retail / lifestyle
Campaign | Choose Your You
Voice | Informative and confident, while remaining lighthearted and fun
The Challenge
Foster Grant, part of EssilorLuxottica, needed to better reflect the quality its parent company is known for, while also launching new collections in a way that felt more expressive and personal. Instead of focusing on product features, the goal was to connect with how people see themselves. I developed multi-channel copy across core products and licensed collections, partnering with the brand team to position Foster Grant as high-quality at an accessible price point and expand its appeal to Millennial and Gen Z audiences.
The Concept
This campaign positions each collection as a reflection of identity, using storytelling to help customers see how each style fits into their everyday lives.
Building on the iconic “Who’s That Behind Those Foster Grants?”, it reimagines the idea for today, giving consumers the power to decide who they want to be. .
The Executions
The copy is tailored to each channel. Long-form stories for the web, medium-length posts for social, and short lines for packaging and OOH, all bringing the “Choose Your You” concept to life and turning product collections into identities consumers can step into.
My Role
I developed collection narratives that gave each one a distinct voice and story, helping customers connect with the brand beyond just style or function and see themselves in the product before they ever try it on.
Bringing each collection to life.
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.
My Role
I framed this collection as a genuine, expressive voice that speaks to consumers as equals and reflects their individuality without taking itself too seriously.
*These are mockups of how the copy can be used across channels
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
Informative with a hint of humor.
My Role
I positioned this collection in a way that reframes reading glasses as a convenient travel essential, using a light, easygoing tone to remove the stigma and make the product feel more like a natural part of the trip.
*These are mockups of how the copy can be used across channels