Case Studies

EYEWEAR

Muse - Eyewear brand

Muse is an eyewear brand I created for GlassesUSA.com, one of the largest online eyewear retailers in the United States. More than two million Americans wear Muse glasses. The brief was a house brand for creative people, doers and makers. I designed the identity end to end: the M monogram, the custom wordmark, the tagline "In the eyes of the creator", the coral and teal palette, a badge icon set, the typography system and the brand's voice across the store and its campaigns.

Muse eyewear: logo lockups, the M monogram and wordmark with the tagline In the eyes of the creator
Muse eyewear: best-seller tortoise frame photographed on the coral brand background
Muse eyewear: type usage board, slab serif headline over running text
Muse eyewear: brand colors and tints, coral and teal beside black and white
Muse eyewear: badge icon set on the teal brand background
Muse eyewear: brand pages designed for the GlassesUSA store
Muse eyewear: the brand homepage on a tablet, hero in the teal art direction
Muse eyewear: closing board, the white monogram and tagline on black