Overview
Founded by renowned industrial designer Ron Arad, pq Eyewear fuses cutting-edge technology with bold, sculptural aesthetics. At the heart of the brand is its most innovative product line: the D-frames—custom 3D-printed glasses engineered through full 360º facial scanning for a one-of-a-kind fit. A major success in Italy, pq was preparing to launch into the U.S. market, starting with New York City and a feature at CES (Consumer Electronics Show) in Las Vegas. The brand needed a digital presence that would capture its radical approach to eyewear while speaking to a tech-savvy, design-conscious American audience.
Approach
To introduce pq to a new market, I developed a bold one-page microsite built to quickly immerse visitors in the brand’s world of “antiordinary” eyewear. Clean visuals and confident copy guided users through the facial scanning and customization process with an animated walkthrough—showcasing not only the innovation behind the product, but the obsessively detailed craftsmanship behind every pair.
The tagline “Meticulously crafted. Tailored to perfection.” framed the experience, setting a tone of elevated simplicity. Brand values were conveyed through minimalist iconography and text, intentionally softened to let the eyewear take center stage. A monochrome palette (black, white, gray) allowed the vibrant frames to pop, reinforcing pq’s signature balance of restraint and play.
Additional elements—including curated photography and shop display footage—offered a glimpse into the tactile retail experience, teasing the brand’s personality while keeping focus on the product’s uniqueness. The result was a sleek, immersive asset that helped position pq as a serious contender in the U.S. eyewear space, blending personalization, performance, and art.
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Naming, Brand Strategy, Brand Identity, Web Design
