Full Summery

Rebranding, visual design system, messaging, and photography direction for a lifestyle eyewear brand focused on self-expression and age-positive identity.

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Who They Are

Caddis is a lifestyle eyewear brand with a strong point of view around age, identity, and self-expression. Rather than chasing trends or youth culture, the brand embraces confidence at every stage of life. With a distinctive voice and visual presence, Caddis creates products and content that speak to individuals who see age not as a limit but as a badge of character.

 

The Problem

Caddis had a bold brand personality, but the visual execution across touchpoints lacked cohesion. As the company grew, it became harder to maintain consistency in photography, layout, and design systems. With new campaigns and creative initiatives launching regularly, they needed a more unified visual structure to guide internal teams and external collaborators.

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My Role

Working closely with the Creative Director and internal team, I contributed to refining the brand’s visual identity, codifying its style, and directing photography. My role focused on elevating the brand’s creative assets while bringing structure to its visual storytelling. The goal was to retain the boldness of the brand while giving it a stronger foundation for consistency and scale.

 

The Solution

I began by refining the brand’s existing visual system, aligning typography, color, and layout conventions across marketing and product materials. In collaboration with the team, I directed new photography assets that reflected the brand’s unapologetic and character-driven voice. These images became the cornerstone of a new brand library, used across digital campaigns, social channels, and ecommerce.

To ensure the work could scale, I developed a comprehensive visual style guide to align internal and external contributors. This guide captured the nuance of the brand’s visual language while leaving room for expressive creativity.

 

Why It Matters

The refined system gave Caddis the tools to scale without losing its distinctive voice. With clearer guidelines and sharper visuals, the brand was able to create more consistent experiences across platforms. This helped amplify its message and deepen its connection with a growing audience.

 

Key Deliverables

Brand and Visual Design
• Visual system refinement
• Typography, color, and layout updates
• Comprehensive visual style guide

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Photography and Creative Direction
• Art direction for new brand photography
• Creation of a scalable image asset library​