BEHIND PERSOL
Reframing more than a century of heritage for a new generation—without losing what made Persol iconic in the first place.
Heritage Storytelling
THE BRIEF
Client
Persol
Agency
EssilorLuxottica Group
Persol's heritage is one of its greatest strengths—but for younger audiences, it also risked being perceived as a brand of the past. The challenge was to create an immersive digital experience that celebrated over a century of craftsmanship, innovation and design while making the brand feel relevant, aspirational and contemporary.
Challenge
Editorial Copy
Brand Storytelling
UX Copy
Information Architecture
Scope
Year
2024
Role
Copywriter
THE EXPERIENCE
An immersive editorial journey that transformed Persol's heritage into a story of enduring relevance, using interaction and storytelling to invite discovery rather than simply present history.
THE IDEA
Heritage wasn't presented as a timeline—it became the story itself. Through an editorial structure and an unfolding navigation, each chapter revealed another layer of Persol's craftsmanship, innovation and design, transforming over a century of history into an experience that felt contemporary and worth exploring.
Rather than asking younger audiences to admire Persol's past, the experience showed why its heritage still matters today. Editorial storytelling, purposeful interaction and a clear information hierarchy reframed the brand as timeless rather than old, making its legacy feel relevant to a new generation.