Designers
Designers
Designers
Visionaries of Life
Visionaries of Life: Capturing the Essence of Lifestyle Through Portraits' photography exhibition.
Designers
Jungwoo Jo
Key Words
Ria He
Tae Eun Choi
SUMMARY
We began by addressing Caddis' need to connect with customers beyond eyewear. Initial research revealed low brand awareness and a lack of relevant content for their 45+ demographic. We focused on resonating with their values and improving engagement. Through surveys and workshops, we developed seven prototypes, tested them with our target customers, and settled on a lifestyle exhibition to increase brand awareness and engagement. Our project ensures Cadis remains relevant, fostering meaningful connections and long-term loyalty.
challenge
Caddis Eyewear demonstrates a plethora of strengths, including premium quality, a unique brand positioning, and a loyal customer base. However, our findings underscore a significant weakness in execution, particularly evident in areas such as limited brand awareness. While Caddis possesses the potential for remarkable success, addressing these executional challenges is imperative to fully leverage its strengths and capitalize on emerging opportunities in the lifestyle market.
Outcome
The project ultimately took the shape of an exhibition titled "Visionaries of Life: Capturing the Essence of Lifestyle Through Portraits." This directly addresses the observed need to grow Caddis beyond just an eyewear brand to a lifestyle brand by showcasing the diverse lifestyles of its main demographic. The exhibition features captivating portraits of participants, capturing the essence of their lifestyles, and is set in a selected exhibition venue, further emphasizing the brand's lifestyle focus. Additionally, a portion of the profits from the exhibition will be donated to a vision support organization, aligning with stakeholders' values and contributing to a meaningful cause.