Objective
Position Shevoke’s eyewear collection as an extension of personal identity and not just an accessory, while driving product discovery across multiple frame styles and categories.
Strategy
This campaign was built around a simple but emotionally resonant insight: your mood changes, and your eyewear should too.
Rather than leading with technical specs or discounts, the email frames each product as a personality expression. The focus shifts from “buy sunglasses” to “choose who you are today.” This emotional positioning encourages exploration while strengthening brand affinity.
The goal was to create desire through identity, not urgency.
Execution
Strong above-the-fold hook: “Which You Are You Today?”
Lifestyle-led hero imagery to establish tone and sophistication