Role

Brand Strategy
Creative Direction
Identity
Web Design
Photography
Product Photography
Marketing
Social Media
Industrial Design
Film

Challenge

Corvus is an eyeglasses company based in Ensenada, Baja California, when I came into the project they needed a rebrand and positioning in the market. They had started strong launching several campaigns but with little traction. The challenge was to create a concise brand and go-to-market strategy in Ensenada that could extend to the rest of Mexico. Our goal was to make this little glasses shop look like a strong competitor against companies like Ben & Frank’s and Warby Parker.

Ensenada is small and is famously difficult to start and maintain new businesses based on premium products, because of its culture of swap meets, imitation products, and people’s finicky tastes. Since Ensenada is a border town with the United States, people are used to shopping for new and exciting products across the border, so our first step was to bring that branding and shopping experience to Ensenada.

Culture

Aspirational
Accessible
Different
Creatives
Reliable

Clients

Digital
Freedom
Demanding
Daring
Social

Voice

Eloquent
Friendly
Inclusive
Professionals
Multidisciplinary

Feeling

Valuable
Satisfaction
Trusted
Astonishment
Unique

Impact

Status
Projection
utility
Comfort
Intelligence

X-Factor

Legacy
Authentic
Unique
History
Innovation

Strategy

Understanding the origin, story, and intention of the brand was the key to knowing how to approach the brand direction. Corvus started from a deeply emotional place and intended to foster creativity and innovation through its clients and community. We defined the community values, client experience, competition, user experience, showroom design, photography style, business priorities, and creative direction.

Industrial Design

In our attempts to continue to push our creative endeavors forward, we created original glass designs for production. Diving into the small details and pushing the fashion-forward in the market. We researched glasses designer brands, researched trends, and design methods to create a small batch of new elegant modern designs.

Marketing Campaigns

During two years I and my team worked on over 25+ marketing campaigns, and 30+ photography and video sessions. We managed to increase market penetration in Mexico, boasting sales by 250% in Ensenada and throughout Mexico beating competitors in three consecutive weeks. We managed and redesigned the website to increase visits and user retention by 150%.

Corvus Film

This film was crafted as a contemplative representation of the company's essence, as we were preparing to unveil a refreshed and revitalized image for the brand through a comprehensive rebranding effort. The visual story conveyed in the film centers on the emotional and motivational aspects of the brand, highlighting the brand's dedication to fostering creativity and innovation, and its commitment to delivering on its promises to its customers. The film serves as an introspective look into the brand's values, mission, and vision and aims to evoke a sense of connection and inspiration in the viewer.

Mauro Medina Susarrey ©2024