Case study // helden optical
THE EYEWEAR BRAND THAT GREW ITS VISUAL WORLD
Brand video and photography for independent eyewear brands
helden optical
Independent eyewear // NL
A focused collection with each model built across different materials and styles, yet none of them the same.
Joey founded helden after working as an agent for years. While watching the same models move through the same showrooms over and over again, he gave those models a different direction. More considered. Built to stay and not to follow the season. While the rest of the industry reinvents every year, helden deepens the same core models in different materials and styles.
helden // ratio
HELDEN STARTED
WITH PHOTOS.
STAYED FOR
THE BRAND
Joey started the partnership with photos. He stayed because of the branding conversations. His product was great. The brand conviction was real. Yet the visual execution was made by feel and what looked right in that moment. This created noise instead of identity.
The frames and the helden optical brand were worth more than how they showed up online.
WHAT RATIO BUILT
visual brand
We built the visual world of the helden brand. Photography and video built around the brand’s own characters and conviction. Precise and consistent.
So storeowners want helden in their store, because their customers want to belong to that world.
Customers started sharing the content on their own. While I was getting offline compliments about what people had seen of helden online.
Joey Founder // helden optical