Maui Jim – Earth. Wind. Fire.

The Challenge: How can we elevate and differentiate Maui Jim’s superior PolarizedPlus┬«2 Technology with a new influx of fashion-forward styles in an already-highly competitive market dominated by designer fashion frames and competitors who rely on celebrity endorsements?

The Solution: By linking Maui’s unique cultural and natural elements as the inspiration behind the creation of their new styles and patented technology. With an image-heavy, copy-light approach, we leveraged visual cues of ethnically diverse people on rare black sand beaches, at the base of a 400′ waterfall, bamboo forests, chic tropical spas and near the raw power of the Pacific surf and sun. Through the unveiling of their new website, catalogs, brochures, point-of-sale materials and in-store DVD, Hult produced a robust, holistic marketing program drawing new customers and attention to their latest offerings.