Bailey Nelson

Bailey Nelson is an Australian founded eyewear and eyecare company. Emerging in the early 2010s its made great in roads within the spectacle space offering stylish and very affordable frames and lenses. Over the last decade the brand has grown to include over 100 stores Australia wide, stores across New Zealand, UK and North America, a quality Optometry offering and a mighty e-commerce platform.

The brands original brand identity though having served the business well was no longer cutting through within the market. It was also one of many in a category filled with double name brands, upper-case sans-serif wordmarks and simple DTC style aesthetics.

With big ambitions to further grow the business, drive brand awareness, improve perceptions of expertise, quality and price and bring some joy into the category, the business was seeking the development of their brand identity to take them into their next phase.

Accompany worked closely with the Bailey Nelson Marketing and Internal Design team to explore and develop a compelling and robust brand toolkit. At the heart of the transformation, the review and re-imagining of the Bailey Nelson wordmark and how its used. From store signage to eyewear branding, advertising off and online and POS, the new stylish wordmark appears generously to enhance brand recognition and cut-through.

Complimenting the new wordmark a dynamic and feel-good toolkit of typography, colours, photography and illustrations which can be adapted to communicate everything from style and seasonality, product and price, eye health and optometry, and everything in between across online, in-store, OOH and all country markets.


Credits: Accompany / Thomas Hedger / Drew Wheeler / Andrea Venegas / Bailey Nelson

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