project type: rebrand.
my role: brand strategy + copywriting.
Robert Marc NYC
A New York-based premium eyewear brand, known for its signature hinge and for outfitting some of the city’s most iconic personalities.
TEAM. Force Majeure
Creative Direction by Pierre Delebois
Photography by Arnaud Montagard
AWARDS.
Silver Indigo Design Awards for Branding, 2018
American Graphic Awards, 2018
CHALLENGE. An optician by trade, Robert Marc saw an opportunity to establish his reputation and launched his inaugural eyewear collection in 1999. Over time, the brand's identity became closely tied to its founder, leading to perceptions of exclusivity and an image that skewed towards a more mature audience. To evolve and reach a broader audience, the brand recognized the need to shift its positioning.
SOLUTION. We embarked on a journey to revitalize the Robert Marc brand by launching Robert Marc NYC, building upon its local heritage and establishing a cohesive brand image that extended beyond its founder. Our first step was to define the brand's core values: NYC’s unstoppable flair, expert optician craftsmanship, and an unwavering commitment to exceptional quality. With these pillars in place, we developped the brand's identity and visual system, inclusive of a custom website, business collateral, point of sales materials, trade booth experience, and the brand’s very first lifestyle campaign and photoshoot.
OUR CITY.
Our name embraces New York City in recognition of the powerful and enduring influence it holds over us. The city has a spirit of restless reinvention - of beautiful diversity and wild promise - that has shaped our vision since the beginning, and always will.
RMNYC. Never stop creating.
OUR EXPERTISE.
New York City in the 1980’s was bustling with energy and creativity after near bankruptcy. Artists, designers, musicians, writers and well-known denizens restlessly roamed the fashionable urban streets. ROBERT MARC NYC saw an opportunity to make a name for itself and opened its first boutique on Columbus Avenue in 1981. Quickly recognized for its unique ability to bring both comfort and fashion to the eyewear industry, the brand decided to launch its first collection in 1999. Influenced by New York City and classic French savoir-faire, the true beauty of ROBERT MARC NYC frames is the marriage of style and fit.
RMNYC. Opticianry since 1981.
OUR CRAFT.
We take pride in every detail of our frames, harmonizing premium materials and unique color combinations to create timeless eyewear. Our hinge is our trademark: inspired by historical design and construction. Informed by decades of expertise. Fundamental to making our frames distinctively ROBERT MARC NYC.
RMNYC. Handmade by artisans from around the world.
