Morgenthal Frederics – SS25 Campaign
Brand
Morgenthal Frederics
Scope
Full campaign production
Role
Graphic Designer
On-model photography featuring Tom Francis was directed by a separate photographer. My scope covered all branding, product photography, web design, and campaign design.
01 - BRAND OVERVIEW
Morgenthal Frederics
Spring Summer 2025
A full campaign production for luxury eyewear brand Morgenthal Frederics, featuring actor Tom Francis as the face of the SS25 collection. I led creative production across branding, photography, web design, print, retail, digital, and video.
01 - CAMPAIGN BRANDING & TYPOGRAPHY
Designed the full visual identity system for the SS25 campaign — wordmark, typographic hierarchy, and color language used across every touchpoint.
Campaign Wordmark
Logo clear space rule
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Minimum clear space = height of 'TOM' on all sides
Color usage rules
Primary - White/Black
03 - Product & still life photography
ECOMMERCE
STILL LIFE
04 - WEBSITE HOMEPAGE
05 - PRINT & CAMPAIGN COLLATERAL
06 - RETAIL STORE ENVIRONMENT
Window vinyls, display box posters, sandwich signs
Designed for all Morgenthal Frederics retail locations
07 - EMAIL & SOCIAL MEDIA CAMPAIGNS
08 - PRINT ADVERTISING
9 - OUTCOMES & REFLECTION
Touchpoints delivered
30+
WHAT WORKED
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Designing the campaign typography first gave every touchpoint a consistent foundation before production began.
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Mocking up email and social media design earlier sped up the process of releasing assets.
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Planning ahead for which medium each creative asset would work best across different placements made for an impactful release.
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Channels covered
6
WHAT I'D DO DIFFERENTLY
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Plan out the full email touchpoint strategy ahead of launch to ensure a more cohesive rollout across the campaign lifecycle.
Season
SS25