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Someone Retail Creative

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

By Gillian West | Social media manager



someone article

December 12, 2014 | 3 min read

Online retailer of prescription glasses Glasses Direct has engaged SomeOne and SomeOne/Else to make the process of buying glasses online more enjoyable and elegant and to take the brand beyond being purely transactional.

Tasked with creating a strategic visual brand identity to be deployed across multiple channels, such as digital and packaging, SomeOne/Else has optimised the web experience to enable customers to get to the products they want both swiftly and smoothly.

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.

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Over the past decade we’ve heard businesses ask us the same question, ‘I know we need to change, I know you can make things attractive, but how can we make it stick?’ This conundrum is the biggest strategic challenge facing modern brands and SomeOne’s specialist subject.

We make change pay for brands in all sectors, all countries, all of the time.

We invent brands with clients. Or re-invent them ready for new business challenges. We do branding, not blanding.

We don’t change symbols, we create symbols of change.

Unlike large, traditional groups, working with SomeOne means you meet and work with the people who actually do the work. Direct contact with SomeOne’s creative minds means ideas flow more freely, which is important as great brands need great opinions. We don’t fit projects into pre-determined processes, we create bespoke teams around each project.

Ideas excite us, they shape the future, add value and signal change. We’ve moved from being a cost, to an asset. We help organisations, products and services profit from change. That’s why we concentrate on creating Big Ideas first, then go about making them beautifully. We often create monopolies for brands by employing creativity to connect business strategy with memorable and adaptive visual executions.

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