Product	Performance Eyewear
Project	2006 - 2008 Campaign + Catalogue
Scope	Campaign Concept, Photoshoot Art Direction, Product Catalogues, Magazine Advertising, Point-of-Sale, Posters, Displays, Sales Collateral, Tradeshow Booth, Merchandising

Founded in 1986, Ryders Eyewear has become the premiere supplier of affordable, quality performance eyewear for biking, wintersports, motorsports and lifestyle consumers. Ryders felt that the eyewear market has been flat for years with many of the major players sitting back on the laurels of their success, and failing to innovate new technologies that really address the needs of avid riders and racers. The major companies may have grown into multi-million dollar brands based on style and trend, but they have lost touch with their consumers.

The insight that real riders will do anything for their sport and are looking for eyewear that works as hard as they do is what the Ryders is all about. The goal was to help the Ryders brand connect in a more powerful way with their avid consumer, and stand apart from the sea of eyewear brands who rely on clichéd lifestyle imagery instead of a strong brand proposition.