RE FRAMED IT — josephinebourghardt

RE FRAMED IT

Branding
Graphic Desig n
Visual Identity
Logo Design
Social Media Graphics
Content Direction

^{RE FRAMED IT is a purpose-driven brand redefining waste by giving vintage eyewear frames a new life as sunglasses. Built on the principles of upcycling, sustainability, and rethinking materials, the brand needed a visual identity that could communicate both its environmental mission and fashion-forward aesthetic.

Working closely with the founder, I developed a visual storytelling approach to branding that highlights the transformation of objects—and perspectives. The name RE FRAMED IT became central to the design language. It not only suggests the physical reframing of eyewear but also symbolises a shift in how we view waste, value, and function.}

^{Logo & Visual Identity - The logo is typographic and modular—directly using the brand name. Presented in various stacked and linear formats (e.g., “RE / FRAMED / IT”), it reflects the brand's flexibility and layered meaning. The clean, geometric font is simple yet edgy, mirroring the clarity and boldness of the concept. The visual style is inclusive and accessible, just like the product.

Graphic Direction & Content -}^{We developed a cohesive visual identity across digital channels with a focus on:

INCLUSIVE: Diverse product photography featuring a wide range of faces, styles, and settings. Eyewear is shown in use—urban, rural, everyday life.

FUN & DOWN TO EARTH: Vibrant colors, candid moments, and lifestyle imagery highlight the joyful and accessible nature of vintage eyewear.

QUALITY: Detailed product images emphasize craftsmanship and material. Zoom-ins highlight logos, textures, and historical details.

HONESTY: No over-editing. Minor imperfections are part of the story. Each frame carries a past—visible, told, and celebrated.
Instead of hiding signs of age, we spotlight them as marks of time—framing sustainability as stylish and meaningful. Graphics and captions educate users about the environmental impact of upcycling and invite them to rethink consumption.}^Outcome

^{The result is a visually coherent, emotionally resonant brand identity that blends sustainability with style, making RE FRAMED IT not just a product, but a statement. The design system supports expansion—future product lines, collaborations, and educational content about circular design and responsible fashion.}