In 2005 a local advertising agency “Bear” contact Randall, voYce founder, senior designer/creative director. Why? Because they were stuck. They needed some highly aggressive creative directions for their fishing and boating client “WileyX”. We put together the above red and tan campaign. Not much strategy, just zigging when everyone else was zagging. At this time WileyX was mainly focused within the Bass Fishing Market due to their patented eyeglass gasket insert that stops all wind and insects from reaching the eyes. This feature was their big deal at the time and each of the creative presented reinforce the WileyX protective gasket feature. They were also following trends with alternate frame designs, similar to Oakley, Von Zipper and other trendy lifestyle frame brands.
During the “Vision Expo” Randall came across the WileyX tread show booth and introduced himself to Rob Mazer one of their top sales reps. They discussed previous Creative produced by voYce brand design. Of course they did not know who we were, but loved the creative we had produced in the past. Randall struck a deal... We’ll design concepts for their new “workforce” line of optical and sunglass frames for free. If they like it, then we’ll talk numbers. We did our Analysis of this particular market segment within the optical industry. Identified the gaps and formulated an appropriate, useful creative direction for “workforce”. Incorporating elements of luxury, professional lifestyle with a nice balance of product centric and user experience images, the layouts came together. The above “workforce” adverts are the result. Rob presented our creative to the owner of WileyX. He loved it, and directed their agency of record to work exclusively with us for the remainder of the year. We also took a stab at the “youth-force” line. They liked what we designed, but their campaign creative was already in place. This is where it ended. Oh well... We tried :-)
