Putting the ‘O’ in Customer

Since its acquisition by eyewear giant Luxottica in 2007, Oakley had been on a static trajectory at best. Ten years on, Oakley hired Nemo Design in 2017 and my team worked to rethink and redefine Oakley’s 5 key Consumer Archetypes. Upon completion of the strategy deliverables, I moderated Consumer workshops to educate and excite the Brand and Product teams at Oakley HQ. The work continues to influence product development and brand marketing decisions to this day.