Let Your Eyes Live!
Bailey Nelson are known for their stylish, affordable glasses, but not many people know that they offer full-service optometry in every store. We had an opportunity to talk to a youthful customer base about the importance of eye health. But how do you express the importance of taking care of your eyes when it’s low on everyone’s priority list, and how do you do this without falling into a world of jargon, technical diagrams and clinical terminology?
Our solution was to bring to life a simple message; if you look after your eyes, you can keep doing the things you love. We wanted to illustrate a colourful and interesting world, the one that we see when life is good and we're doing what we love. We collaborated with Melbourne-based illustrator Zac Fay to bring to life that world in his unique and left-of-centre style.
He helped us develop content that spoke to the multitude of eye health issues and symptoms you might experience, as well as the services and technology we use to diagnose and prevent eye health issues. The challenge was illustrating these intangible and often difficult to understand concepts in a way that was friendly, easy to understand and ultimately different from the rest of the optometry world.
The content was designed to live on social media, digital advertising, the Bailey Nelson website and in printed collateral in stores, so that optometrists could give their patients easy to digest, memorable information about their eyes.
Designed at Bailey Nelson with Boaz Suen
Role: Concept, Design & Art Direction
Creative Director: Ed Hall
Illustration : Zac Fay
Awards:
Best Award NZ 2019 // Silver, Design Craft
ADGA 2019 // Finalist, Illustration for Design
