Glasses Direct aims to take brand beyond being purely transactional with updated identity and web experience

Using a mobile-first approach the online experience has been designed to work across all devices.

“Seamless service, personalised transactions and choice are the expected norm – so we installed those as standard, what we added was a way to inspire the shopper. We set out to lift people to make choices they may not consider in traditional optician environments,” commented SomeOne co-founder David Law.

Gavid Edwards, user experience director of SomeOne/Else, added: “We have helped create an immersive experience that removes any extraneous functionality and focusses on the ability to review frames quickly and beautifully. There is nothing like trying on a pair of glasses, it’s a personal and physical experience so our task was to remove any barriers to users getting these glasses in their hands.”

Additionally SomeOne worked with film maker Simon Warren to create a series of animated GIFs the enliven the traditionally static imagery on optician’s websites. Much of the brand identity was created by Thomas Dabner, lead SomeOne designer, who explained the agency had “developed multitudes of design cues that gently remind people where they are without leaning on repetitive badging”.

A full suite of assets have been developed and deployed, from lens devices to colour systems, animations, navigation and signature typography to aid brand recognition, a custom wordmark based on the typeface had also been created.

Customer touch points, such as the Home Trial service, will also feature the identity. The core site is currently live with the fully responsive site launch planned for early next year.