Morgenthal Frederics

Morgenthal Frederics is an ultra-luxury eyewear brand known for their unique buffalo horn frames and collaborations with brands like Oscar De La Renta and Monse, worn by celebrities like Beyonce, Michelle Obama, and Whoopi Goldberg.

While working at Luxury Optical Holdings as their in-house designer, I managed digital marketing creative and day-to-day print and POS design for Morgenthal Frederics and their retail stores. I created design standards for their email marketing campaigns, which led to consistently high engagement rates - including a 20% increase in the open rate and a 3% increase in click-throughs. 

Email Design Improvements

  • Unclear hierarchy

  • Not following email best practices

  • Content of email is difficult to decipher - what is this email about?

  • All one image

  • No clear CTA

  • 8.56% open rate, 0.9% click through

Before:

  • Actionable and clear CTAs

  • Logo moved to top of email template

  • Clarity on email’s content and purpose

  • Improved visual hierarchy

  • Uses both images and native text - images are sliced to allow for multiple links

  • 28.4% open rate, 3.9% click through

After:

Oscar de la Renta x Morgenthal Frederics

I led digital creative for Morgenthal Frederics’ collaboration with Oscar de la Renta, including social and email design.

I created the standard for MF to use almost-3/4 crops of frames in their social media, which is still utilized to this day.