Bailey Nelson
Eyewear Design, Creative Direction, Brand Strategy
In Bondi Beach back in 2012, the two guys who founded Bailey Nelson started selling hand crafted eyewear at the local markets. Their mission was to bypass the unfair, overpriced eyewear market that’s dominated by a handful of companies globally. Adopting a direct-to-consumer business model, Pete and Nick cut out the middlemen and worked directly with material suppliers and factories. They created glasses that were the same if not better quality than designer pairs for a fraction of the price.

Fast forward to 2015 and Bailey Nelson was growing with no limits in sight. I was brought in to lead Bailey Nelson’s brand and design direction during the business’ next phase of growth.

A genuine ‘classics with a twist’ mentality was applied to the entire collection. New iconic shapes were added to the mix and bespoke components like riveted hinges became the norm. The result was an ever-evolving range of everyday essentials — frames that eschewed seasonality and blended the lines between timelessness and modernity.