Strata wanted to introduce its eyewear line with the same rigor it applies to leather goods and apparel. I began by building content pillars that established a long-term creative system across product, narrative, community, and craft. From there, I worked with Strata’s team to identify conversion challenges at the end of the funnel — from PDP design and abandoned carts to on-model photography and UI flow — and mapped solutions that preserved the brand’s premium positioning. Finally, I developed the creative treatment for the eyewear launch, creating shoot plans and campaign concepts that emphasized movement, material detail, and product-as-icon storytelling. The result was a framework that linked brand building with direct sales, setting a foundation for consistent growth.