Guideline Eyegear
Leveraging Shopify to go Manufacturer Direct
Guideline Eyegear, a specialized eyewear brand of ICU Eyewear needed a new identity and a place of entry for manufacturer direct sales to support its omni-channel endeavors in other areas.
We chose to deploy on Shopify to tackle a quick deploykment window along with the necessary back end features to accomodate a significant model, variation and SKU load. Other important considerations for the brand were: scalability into the future, ability to incorporate community and engage, integrations to customer service within the warehouse, ease of operational integrations for real-time inventory, shipping navigation and reporting to accounting.
Support for dealers and sales staff were incorporated to gateway assets for ease of retrieval. Long-term engagement, technical rich support areas and outward social proofing and community engagement were prioritized. Customer data acquisition and flow building to support it were integrated from the go.
Email Marketing
Integrating Klaviyo with Shopify enhances marketing for Guideline Eyegear by leveraging customer behavior data to create detailed profiles. For brands targeting water enthusiasts, this enables tailored messaging based on interests, purchase frequency, and seasonal trends. Automated flows like abandoned cart emails and win-back campaigns can be personalized, converting browsers into loyal customers.
Klaviyo helps segment the audience by lifestyle and behavior, allowing Guideline to share relevant content with customers interested in specific polarized glasses or needs. SMS and email automation can promote urgency for limited releases or flash sales while maintaining a high-performance aesthetic that reflects the brand's outdoor focus.
Importantly, Klaviyo facilitates performance measurement through A/B testing and real-time revenue reporting, ensuring all efforts are linked to ROI. This tech stack fosters scalable growth for Guideline while keeping them connected to their passionate community.
Retail Packaging Program & Point of Sale Information
Our work with Guideline wasn’t only limited to the digital space. We designed and produced new packaging for the brand, including waterproof stickers in each box along with the eyewear and case. We emphasized a simple branding concept in authoring Performance Polarized Protection as a slogan which encapsulated the essential tenets of the product itself.
We designed new fixtures along with modular POS information to help inform customers to types of lenses, what they specialize in, how the lenses are constructed and how they are rated for impact and percentage of sunlight allowed. Embracing the customer as a focus in the understanding there’s not always a sales associate handy when decisions are made.
Branding Standards
In renovating the Guideline Eyegear brand, we embraced clean lines, marine-centric colors and logo looks which would render effectively wherever they were deployed.
Clean fonts were picked for effective usage across multiple platforms. Our standards encompassed both digital and print contingencies and sought to cover all eventualities for the present and future vendors to the brand.