Shopify Store, Creative Direction, Website Design


When Ten's decided to review its brand positioning in 2020, it was a pleasure to be asked to consult on and create the web strategy, UX and design after designing its original website two years prior. Ten's new slogan, 'The Lens Experience Company' sums up the direction and unique proposition; to offer themed lenses as well as cool frames. Communicating this message which is completely different to any other sunglasses brand was key.


The concept needed to be explained simply and browsing the lens experiences needed to be seamless. This was achieved by building on the foundations established by the original design. We restructured the page hierarchy, prioritising the core shopping pages, over brand led content. The result was a considered, attractive, e-commerce experience.