Rebrand (Visual Identity & Voice), Digital Advertising
With an updated look and a new tagline, Randolph celebrates their catalogue of handcrafted sunglasses by defining the uncompromising, one-of-a-kind person that wears them.
Engineered for Expression is Randolph’s new emotionally-charged tagline and brand platform.
Beyond their roots in American military history, the team found that Randolph has an exceptional brand story that exudes core American values of authenticity, confidence, and character. We took the core of this brand, amplified it, and got this new message in front of a new, younger, more fashion-forward audience. Now, Randolph has room to grow in new ways and invite more people to see themselves in their exciting and affirming message.
To guide the way forward, a new brand book (sample below) will serve as both an affirmation of values and a litmus test for all steps that follow the Engineered for Expression campaign.
Inviting photographer Eric Ryan Anderson to the team was a crucial step in creating a visual identity charged with authenticity, confidence, and character. Each photo is a double-act that captures a moment in time: an uncompromising, elite product and the bold individual wearing it.
BARKER NYC
Creative Director: Sandi Harari
Account Supervisor: Chelsey Waldman-Weiss
Senior Art Directors: Joey Marion, Sam Canvin
Copywriter: Arjun Roy
Photographer/Director: Eric Ryan Anderson
DP: Kenny Laubbacher
Stylist: Margaret Williamson Bechtold
Tech: Collin Fatke