Genusee Artist Capsule Collections

Role | Partnership Strategy

To announce the arrival of two new frame colors, I developed the partnership strategy that allowed Genusee to partner with artists Amber Vittoria and Amanda Edwards to create two limited-edition collections.

Campaign Insight

Artistry has always been at the center of Genusee’s brand. Because of this, we wanted to collaborate with artists to launch a collection of eyewear featuring two new frame colors: Ocean Blue and Water Warrior Green.

To bring depth to the partnership, we identified cost-efficient ways to incorporate the artists’ designs into all elements of the collection, including packaging, product and limited edition artwork.

Additionally, $10 from every Ocean Blue collection purchase was donated to the Flint Women and Girls Fund, while $10 from every Water Warrior Green purchase was donated to Fair Fight 2020 to protect free, fair, and secure elections.

Partnership Strategy

With the intention of the campaign set, my next step was to identify the appropriate process, channels and medium to unroll it.

We determined the best showcase of the collaborations would be a dedicated landing page, merchandised product listing page, and social assets per collaboration.

Product Collaboration

With the artists confirmed, we worked to create signature SKUs to accompany the artworks they inspired.

The collaboration components included one custom tote, polishing cloth, bookmark, poster and custom shipping box, with the purchase of the limited edition eyewear.