ADS Eyewear came in to a very crowded market. Dave had the vision-he wanted to dominate the sunglass category for motorcycles and ski/snowboarding. He did his homework, and got his license as an optometrist. He made the right deals with the right manufacturers and set the company up for success.

The Answer
In looking at the space, it became evident to me that ADS needed an action-oriented position in order to separate them from the competitors. Dave didn’t really have on line competition in the motorcycle space. I used the simple phrase “We’ve Got the Look” to define what ADS was about. Everybody had the glasses, but ADS had the “Look” – the one everyone wanted.


:: Identity Program Design
:: Brand Positioning
:: Web Design
:: Brochure Design

Our mission was clear; to sell only the best in sunglasses for motorcycling, skiiing and the beach. Art gave us the identity to do just that in a very crowded space. We only had one store and our website. His vision for us set us apart and although it took awhile, we dominated the market.