Creative Director & Design Lead
I transform consumer insight into product concepts, creative platforms, and brand experiences that drive business growth.
Creative Director & Design Lead
I transform consumer insight into product concepts, creative platforms, and brand experiences that drive business growth.
AMELIA RUNWAY COLLECTION
IN-LINE
FW 24
Category: Inline Women’s Eyewear Collection
Growth Strategy: Audience Expansion
Busniess Objective
Randolph's women's business was underrepresented despite strong brand equity in craftsmanship and aviation heritage. The opportunity was to expand the female consumer base without weakening the brand's appeal to its core audience.Consumer Insight
Women admired Randolph's heritage and craftsmanship but couldn't find enough products that felt intentionally designed for them.Position
Amelia Runway positioned Randolph as a premium women's aviation lifestyle collection that blended timeless aviation heritage with modern luxury.Creative Strategy
Rather than launching Amelia as a standalone women's frame, the collection strategically paired it with the iconic Aviator to transfer the franchise's credibility and attract existing Randolph customers into the women's category. This builded Randolph's first women's product platform by leveraging the Aviator franchise and Amelia Earhart's legacy to create credibility, reduce adoption risk, and expand the brand into a female audience.
Execution
Product- Updated Aviator and Amelia in White Gold with new Sunset Rose semi-polarized lenses.
- Expanded the offer with coordinating accessories, packaging, straps and scarf to create Randolph's first complete women's capsule.
- Timed the launch with Amelia Earhart's birthday to reinforce authenticity and maximize storytelling.
Impact
- Established Randolph's first dedicated women's inline collection.
- Increased Amelia sales by 50% through strategic pairing with the Aviator.
- White Gold Aviator sold out within three months.
- Expanded Randolph's women's assortment beyond eyewear into accessories.
- Introduced the brand's first semi-polarized gradient lens technology.
Key Highlights
- Created Randolph's first repeatable women's product platform.
- Introduced the brand's first semi-polarized gradient lens.
- Expanded the assortment beyond eyewear into a complete lifestyle capsule.
- Created a seasonal color system inspired by aviation and fall fashion.
- Used Amelia Earhart's birthday as the launch platform.
- Established a framework for future women's collections.
Engineering Campaign Video - Vincent M. Picone