Lentes Corvus

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.

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.

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%.