SHADO

BRAND DIRECTION & CREATIVE LEAD · EYEWEAR · CONSUMER LIFESTYLE

OVERVIEW

ThinOptics needed to launch a fashion-forward sunglasses line that felt completely separate from their established optical and readers brand. I led the entire brand creation process from the ground up: naming the brand, defining the strategy, developing the full identity system, and directing all creative execution through to launch.

SHADO was built on three values: freedom, function, and beauty. I translated that foundation into a complete brand system covering identity, voice, web experience, e-commerce, photography, and video — all conceived, directed, and in many cases executed hands-on.

MY ROLE

BRAND NAMING

BRAND STRATEGY & IDENTITY

CREATIVE DIRECTION

WEB UX & UI

E-COMMERCE

PHOTOGRAPHY DIRECTION

VIDEO DIRECTION & EDITING

BRAND NAMING & STRATEGY

A brand built from a blank page.

SHADO was named and built from scratch as a fashion-forward sub-brand for ThinOptics, designed to attract a lifestyle consumer while staying architecturally separate from the parent brand.

The name draws from the brand's core promise: ultra-thin eyewear so light, it follows you like a shadow. Always with you.

BRAND IDENTITY

Minimal by design.

Intentional by system.

The visual identity was built around simplicity, symmetry, and restraint. Every element — from the logo mark to color palette, typography, and layout guidelines — was designed to feel modern and premium without relying on trend.

WEB UX & UI

I designed the full web experience and e-commerce interface, balancing the brand's minimalist aesthetic with the functional requirements of a direct-to-consumer sales platform.

PHOTOGRAPHY DIRECTION

Shot and directed in-house.

I conceived and directed the full photography production: casting models, coordinating hair and makeup, styling, and art directing every shot. All photography was produced in-house to ensure the visual output matched the brand system precisely.

PRODUCT PHOTOGRAPHY

The product as the hero. Every frame shot clean, minimal, and intentional — reflecting the brand's philosophy of beauty through simplicity.

the results

A complete brand built from zero — name, strategy, visual system, and voice — designed to compete in the premium lifestyle eyewear market.

Full creative production directed in-house across web, photography, video, and social, maintaining visual consistency from brand guide to final asset.

One engagement spanning brand naming, strategy, identity, UX, e-commerce, photography, and video: the full spectrum of creative direction delivered end to end.