Brand Transformation: From Liingo to The Framery
As Design Director, I led the complete rebrand of Liingo into The Framery. a bold, strategic evolution designed to position the company for long-term growth and cultural relevance. This was more than a name change; it was a ground-up reinvention of our identity, from visual language to voice to digital experience.
This transformation wouldn’t have been possible without the extraordinary contributions of Sid and Sam, two incredibly talented graphic designers who partnered with me to create what became our north star: The Framery Brand Guide. Together, we built a comprehensive system that flexes effortlessly across e-commerce, retail, and storytelling environments.
Our brand guide does more than define colors and typography, it establishes clarity, consistency, and creative freedom across teams. It empowers marketers, developers, and creatives alike to build with confidence, aligned to a shared vision: to make eyewear feel personal, confident, and creatively expressive.
This project reflects my strength as a design leader: bringing clarity to ambiguity, aligning cross-functional partners, and inspiring teams to deliver brand work that is not only beautiful, but built to scale.
