INSIDE SUNGLASS HUT

Omnichannel Retail Experience

Sunglass Hut brings together 30+ eyewear brands, each with its own visual language, campaign world and customer. My role was to translate those campaigns into digital retail touchpoints — from email and social to on-site experiences — while keeping the brand story intact and the path to product clear.

THE BRIEF

Sunglass Hut

Client

EssilorLuxottica Group

Agency

One retailer. Many brand worlds.

Sunglass Hut's digital ecosystem needed to support launches across luxury, fashion, heritage and celebrity-led eyewear brands. Rather than building a completely bespoke experience for every campaign, each launch had to work within an established retail framework while still feeling distinctive to the brand.

Challenge

  • Creative Concept Development

  • Campaign Strategy

  • Website Copy

  • Email Marketing

  • Social Campaign

Scope

2021, 2022, 2023 & 2024

Year

Copywriter

Role

THE EXPERIENCE

I adapted campaign assets and messaging across multiple customer touchpoints, creating a consistent journey from brand discovery → product consideration → shopping.

Vogue Eyewear x Hailey Bieber

A cohesive social, email, and landing-page journey built around the Hailey Bieber × Vogue Eyewear campaign.

Ray-Ban Campaign

A connected email and landing-page experience centered on Ray-Ban’s retro-inspired campaign.

Exploring a Range of Brands