Since its inception in 1980, Robert Marc is a New York-based premium eyewear brand, known for its signature hinge and for outfitting some of the city’s most iconic personalities. Over the last few years, the brand perception shifted, and was seen as too mature and exclusive. Our goal was to reposition Robert Marc as a lifestyle brand, appealing to a younger audience and establishing a clear and consistent brand image that goes beyond its founder. Rather, we chose to leverage the brand’s NYC roots to craft its new story and transform Robert Marc into an icon of New York premium eyewear. To reinvent the Robert Marc brand, we defined the brand’s core values: unstoppable NYC flair, optician expertise, and exceptional craftsmanship. From that point, we developed the brand’s identity system, naming and core messaging. We transformed Robert Marc to Robert Marc NYC, in recognition of the powerful and enduring influence the city holds over the brand’s vision. The agency created a wide variety of materials for the brand, including design and development of a custom website, business collateral, point of sales materials, trade booth experience, a campaign video, trade sales tools and the brand’s very first lifestyle campaign and photoshoot.