Visual brand building approach for eyewear brands.
how ratio thinks
Brand video and photography for premium eyewear brands
The world is missing.
how video and photo should build brand worlds
Most independent eyewear brands only show the product. And their world is missing.
The content is often clean. A studio shoot, a polished product video that has nothing to do with the brand. This does not make someone walk into a store and ask for your brand by name.
The world they belong to when they wear your eyewear.
video vs photo
Eyewear video builds the world. Eyewear photography holds it.
Video captures your conviction better than anything else. Because the attitude is felt. In movement, in rhythm, in sound and in story. It reaches more senses and leaves a deeper impression.
That is why RATIO works primarily in video, supported by photography.
Eyewear video builds the world. Eyewear photography holds it.
Founder-led brands are closest to the product. Furthest from the world. The frame is beautiful. The content is clean. But the attitude is missing.
how ratio reads an eyewear brand
a brand always speaks
Yet, does it say what it should?
First we look at what an eyewear brand is currently showing online. To understand the brand’s conviction and what its video and photography are actually communicating.
The questions are always the same. Does the eyewear brand founder and the brand’s team fully understand what their brand is? Is their video and photography consistent with the brand? Is there a sense of world building? Or are they moving with every online trend?
Does the eyewear brand have a certain attitude in their content? What would make someone encounter this and want to belong to their world?
The answers to these questions reveal if there is a gap between the visual brand direction and what the brand could be.
the eywear brand standard
where your brand should be
An eyewear brand with the right visual presence does something specific. People encounter it and immediately know if it’s for them. Before they read a word. Before they know the price. The brand has already done its work.