Creative Director & Design Lead
I transform consumer insight into product concepts, creative platforms, and brand experiences that drive business growth.
RANDOLPH x SHELBY AMERICA
LICENSEE
SS 25
Category: Eyewear Collaboration
Growth Strategy: Category Expansion
Busniess Objective
Randolph's growth depended on expanding beyond its aviation heritage into adjacent lifestyle categories while maintaining brand authenticity.Consumer Insight
Randolph customers already embraced the brand for driving, but the brand only told aviation stories, leaving automotive culture disconnected from how consumers actually used the product.Creative Strategy
Use Shelby America's motorsport credibility to establish Randolph's first automotive product platform, allowing the brand to expand into driving culture without abandoning its aviation heritage.
Execution
- Business Strategy: Built a three-year business forecast projecting revenue, production volume, and margin to secure executive and licensing approval.
Created pitch decks to secure Shelby licensing approval and present the business case to Randolph leadership. - Lens Innovation: Designed exclusive lenses with Zeiss (LightPro semi-polarized technology), engineered to merge polarized clarity with natural vision. introducing 3 new leanses called Le Mans Blue, Apex Gray and Redline.
- Product Design: Created unique frame concepts across the Aviator II, Sportsman, and Archer silhouettes integrating speed stripe bayonets and racing-inspired acetates.
- Packaging: Designed premium product packaging aligned with Shelby’s performance heritage and Licensee brand stanards.
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Cross-functional Development: Partnered with vendors for sample development, color/finish testing, and packaging execution.
Impact
The Speedway Series established Randolph's first driving-focused product platform while producing two of the brand's top-selling styles during its first two months. The collaboration expanded Randolph's relevance within automotive culture without compromising its aviation heritage.Key Highlights
- Built a three-year business forecast and ROI model to secure executive and licensing approval.
- Introduced three exclusive Zeiss semi-polarized driving lenses.
- Revitalized the underperforming Archer frame, transforming it into one of Randolph's top-selling styles during launch.
- Created a complete eyewear and packaging system inspired by Shelby America.
- Successfully translated Randolph's aviation heritage into an authentic motorsport narrative.
- Established Randolph's first automotive product platform for future lifestyle collaborations.