Dresden is a Sydney-based, startup eyewear maker looking to revolutionise the vision industry worldwide. They manufacture their unique modular frame system locally and sustainably, providing practical and playful glasses with quality materials and lenses, all for a price you won't believe. As part of their ambitious expansion plans, they hired me to create an ecommerce website to call their digital home.

Dresden's brand comes from a variety of inspirations, from German engineering, Australian practicality, sustainable manufacturing, and social good. I helped refine and expand their existing branding into a comprehensive system that could apply across the new website and all future collateral. Dresden's goal is to flip the eyewear industry on its head, so while it was important the brand remained connected to the fashion aesthetic, we wanted to move away from the clinical look associated with most eyewear retailers. We created a flexible pallet of brand colour combinations and a quirky typeface pairing, which combine to create Dresden's playful yet practical personality.

Dresden aims to provide accessible eyewear to anyone, anywhere, so we had to make sure the website works for that wide range of customers. We took special care to ensure the navigation was clear and direct on any size device, while reinforcing Dresden's signature brand look and comfortable customer experience.

Some of the more innovative customer experiences included a custom-made product configurator, streamlined prescription entry and lens selection process, and a virtual try-on. We pushed the limits of existing technology to create the easiest online glasses ordering experience available, all while working seamlessly on any device from desktop to mobile.