tura creative presentation

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P u r P o s e TURA BRAND BOOK

The goal of this new work is to reinvigorate the Tura brand and provide a compelling story that differentiates

Tura from a sea of competitors, including:•

Generic corporate brands (Tres Jolie, Charmont)

•Designer “borrowed” brands

(Vera Wang, Dana Buchman,Adrienne Vittadini)

•Well-known national eyewear brands

(Ray-Ban, Silhouette)

Re-establish Tura’s reputation for unique and interesting styles, superior service

and training – while offering optical expertise to the independent optical channel.

The Tura Brand Book

P r I M A rY A u D I e N C eSTRATEGY

Our primary audience is professional opticians and ECPs (eye care professionals)

who dispense eyewear in the independent optical channel.

•Typically guide their customers to certain styles and

brands based on their experience•

Are probably familiar with the Tura brand, but may have a fixed notion that it

offers dated styles for older women

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s e C o N D A rY A u D I e N C eSTRATEGY

Our secondary audience is the end consumer, who is a 45 year-old woman.

•Has a feminine sensibility and wants

eyewear that offers a little extra sparkle or detail to make her feel more beautiful

•Looks for items that help her express her

own style – regardless of brand name

The Tura Brand Book

B r A N D D N A®

STRATEGY

STyLiSH/fASHiOnABLE relevant, on-trend, but not bleeding edge

ELEGAnT classic, timeless style with an American design sensibility

PRETTy/fEmininE beautiful, attractive, womanly

WELL-mADE superior quality, crafted using the finest materials

SmART authentic, innovative, expert

SASSy fun, expressive, bold

DiSTinCTiVE unique, exclusive, attention-getting

DETAiLED artful use of color, embellishment, decoration, finishes

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P o s I T I o N I N GSTRATEGY

Tura is the trusted eyewear brand for fashion-conscious consumers. Tura’s expressive

designs combine superior craftsmanship and unique design details with a 75-year

tradition of optical innovation.•

Heritage of innovative products (e.g. Tura Lotus hinge)

• High quality, jewelry-like finishes

• American design sensibility

• Expert service, training and education

“another staff member in the optical shop”•

Technical expertise in the eyewear category•

After sale, service and support(shipping, returns, re-orders)

“never say no” attitude

The Tura Brand Book

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T u r A s T Y L eSOUL OF THE BRAND

Tura adds the finishing touch with eyewear that is beautiful, that accents your face,

complements your clothing and enhances your individual style.

in designs that are expertly curated, with impeccable craftsmanship, distinctive jewelry-like detailing,

graceful lines and unparalleled American style.

So when you put on your glasses, what the world sees is you. your personality. your confidence. your flair.

in eyewear that brings function and fashion together...beautifully. And no one does it better than us.

After all, Tura invented fashion eyewear in 1938 and we’ve been making optical history ever since.

Because in this business, you have to be a bit of a visionary. So we keep looking forward.

Our heritage makes us proud, but the future keeps us focused.Tura. See what’s next.

LoGo and MoNoGrAM

The Tura Brand Book

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As a nod to Tura’s 75- year heritage,we selected a Glyphic Typeface – based on letters

carved or chiselled in stone.Beautiful, elegant.

T H e T u r A L o G oLOGO & MONOGRAM

The Tura Brand Book

HOUSE OF TURA, 1938

recognized as a fashion leader by the new york times

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L o G o e X T e N s I o NLOGO & MONOGRAM

The House of Tura mark was derived from House of Levoy, monroe Levoy’s original optical shop

located on madison Ave., where the first new trend fashion eyewear was created. it transformed eyewear into a

fashion accessory and was the beginning of a 75-year heritage of bringing function and fashion together.

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I N I T I A L I N s P I r AT I o NLOGO & MONOGRAM

initial caps give the first impression. They draw you in and lead your eyes onto a page,

just like a pair of reading glasses. They inspired us to design our initial cap “T.”

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Once we designed the “T” then we had to take it further.

We saw how beautiful it is to look into someone’s eyes

and wanted to capture that beauty in a monogram.

We call it the Rosette “eye” con.

THe MAKING oF AN “eYe” CoNLOGO & MONOGRAM

The Tura Brand Book

OnE LinE LiGATURE

23

There are two applications to the Tura logo.Using the Rosette above Tura and on the left side of Tura

are the approved versions. The monogram can also be used separately from the Tura logo.

Think of the monogram as an accent piece or finishing touch.

STACKED LiGATURE

B r I N G I T T o G e T H e rLOGO & MONOGRAM

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CoLor and TYPoGrAPHY

The Tura Brand Book

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T u r A W o M e N ’ s C o L o r sCOLOR & TYPOGRAPHY

What we love about Tura is the beautiful embellishments on the side of each pair of glasses.

We see it as more than just eyewear. Tura is the finishing touch to an outfit, much like jewelry.

We sifted through a spectrum of jewel tones and the hues that rose to the top were

turquoise and aquamarine.

AQUAMARINE

TURQUOISE

The Tura Brand Book

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T u r A M e N ’ s C o L o r sCOLOR & TYPOGRAPHY

We know that Tura men’s will grow to mirror what Tura Women’s has become. We see it as a husband

and wife brand. When we looked into a Tura men’s color palette, we thought of the gem

that a man gives his wife: a diamond.But what is a diamond in its most pure form?

Carbon.

CARBON

TURQUOISE

The Tura Brand Book

C o L o r P A L e T T e

AQUAMARINE

TURQUOISE

pEARl

CARBON

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COlOR pANTONE pROCESS RGB HEX

turquoise 7458 u C63 M25 Y20 K0 r122 G163 B189 #7AA3BD

AquAMArine 290 u C33 M7 Y3 K0 r179 G211 B237 #B3D3eD

CArBon Cool GrAY 10 C52 M43 Y40 K6 r129 G130 B134 #818286

peArl pAper C0 M0 Y0 K0 r255 G255 B255 #FFFFFF

C o L o r F o r M u L A s

There are two signature colors of Tura, turquoise and aquamarine. A second tier of colors has been named for

instances where type is used and an accent is needed.

The Tura Brand Book

G A L A X I eC o P e r N I C u s WA s

DesIGNeD WITH CoLLeAGue

C H e s T e r J e N K I N s . G A L A X I e

CoPerNICus Is AN ADDITIoN To HIs

G A L A X I e FA M I LY o F F o N T s . T H e FAC e WA s

I N s P I r e D BY T H e M eTA L v e r s I o N s o F Mo NoT Y P e

PLANTIN WITH ITs GeNerous ProPorTIoNs, BuT Is CreATeD For THe

21sT CeNTurY TYPoGrAPHer. INCLuDes FIve WeIGHTs IN roMAN AND ITALIC.

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G A L A X I e C o P e r N I C u sCOLOR & TYPOGRAPHY

GAlAxie CoperniCus / BooK

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GAlAxie CoperniCus / itAliC

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The Tura Brand Book

G O T H A MN A R R Ow H A S A

L A R G E LOw E R C A S E

D I L AT E D F E AT U R E S w I T H

SUCCINCT ASCENDERS & DESCENDERS.

IT HAS A GENEROUS FIT wHICH MAKES IT LEGIBLE

AT A L M O S T A N Y T E X T S I Z E , E V E N M O U S E T Y P E . A S I M P O R TA N T A S

IT IS TO MAINTAIN LEGIBILITY, GOTHAM NARROw TAKES UP LESS ROOM THAN ITS BROTHER GOTHAM.

G O T H A M N A R R O w P R E S E R V E S T H E G O T H A M L O O K w H I L E B E I N G C O M P A C T w I T H O U T F E E L I N G S Q U E E Z E D .

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G o T H A M N A r r o WCOLOR & TYPOGRAPHY

GothAM nArrow / BooK

A B C D e F G h i j K l M n o p q r s t u v w x Y za b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ? { } ! @ # $ % & *

GothAM nArrow / BlACK

A B C D E F G H I j K L M N O P Q R S T U V w X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ? { } ! @ # $ % & *

GothAM nArrow / MeDiuM

a b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ? { } ! @ # $ % & *

The Tura Brand Book

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APPLICATIoNof the IDeNTITY

The Tura Brand Book

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T u r A L e T T e r H e A DAPPLICATION OF THE IDENTITY

This 4 spot color letterhead features letter pressed type and an ultraviolet varnish.

it is printed on the mohawk Superfineletterhead system.

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T H e T u r A P AT T e r NAPPLICATION OF THE IDENTITY

The idea came to us by wrapping Tura around the Rosette,

as if the eye had a 360° view of the logo. Using a step and repeat process,

we designed Tura’s signature pattern.

The Tura Brand Book

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T u r A P A C K A G I N GAPPLICATION OF THE IDENTITY

Tura case and cloth carry the brand wherever the customer goes.

The Tura Brand Book

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T u r A o P T I C L e N s e M B L e MAPPLICATION OF THE IDENTITY

When we thought of colors for the emblem, we decided carbon would be the most appropriate since turquoise

takes away from the glasses. This way when a customer tries on a pair and looks in the mirror, they will see the beauty

of the glasses rather than the logo.

The Tura Brand Book

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T u r A s u N L e N s e M B L e MAPPLICATION OF THE IDENTITY

This is the one occasion when we arch the logo, for sunglasses only.

The Tura Brand Book

49

sIGNAGe at the oPTICIAN

The Tura Brand Book

This static cling decal can be gently applied to the door of any optical shop.

it tells consumers that this is an exclusive Tura retailer.

WINDoW DeCALSIGNAGE AT THE OPTICIAN

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This small two-sided window cardhas two purposes, telling customers inside and outside

that Tura is sold here.

WINDoW DIsPLAYSIGNAGE AT THE OPTICIAN

The Tura Brand Book

finely Crafted Since 1938

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This easy to hang poster mounted on foam board helps to establish Tura

to customers, in a big way.

PosTerSIGNAGE AT THE OPTICIAN

The Tura Brand Book

finely Crafted Since 1938

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A counter card fits some of the smallest spaceswhile helping to communicate

brand messaging.

CouNTer CArDSIGNAGE AT THE OPTICIAN

The Tura Brand Book

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This initial “T” display shows off the inspiration of the Tura monogram.

it displays up to three pairs of glasses and has compelling counter presence.

INITIAL “T” DIsPLAYSIGNAGE AT THE OPTICIAN

The Tura Brand Book

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ADverTIsING

The Tura Brand Book

orIGINAL FAsHIoN eYeWeArSince 1938

i n t r o d u c i n g t h e e l e m e n t s c o l l e c t i o n

T U R A . C O M

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front cover showcases the look and feel of the Tura brand.

MAGAzINe INserTADVERTISING

Since 1938

F I N E ly C R A F T E d E y E w E A R

The Tura Brand Book



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T U R A S T Y L E

In designs that are expertly curated,

with impeccable craftsmanship, distinctive jewelry-like detailing,


So when you put on your glasses, what the world sees is you.

Your personality. Your confidence. Your flair.

In eyewear that brings function and fashion together...beautifully.

And no one does it better than us.

After all, Tura invented fashion eyewear in 1938

and we’ve been making optical history ever since.

Because in this business, you have to be a bit of a visionary.

So we keep looking forward.

Our heritage makes us proud, but the future keeps us focused.

Tura. See what’s next.



MAGAzINe INserT INTerIorADVERTISING

introduction spread shows the different expressions of the Tura brand. Soul of the Brand copy captures her voice.

The Tura Brand Book

intricates collection is inspired by nature and uses crystals and some embellishments for a rich and feminine style.

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intricates spread highlights details of the glasses with both words and visuals.

The Tura Brand Book

brilliance collectionbrings the sparkle and elegance of fine jewelry to eyewear.

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Brilliance spreadhighlights details of the glasses with both words and visuals.

The Tura Brand Book

tura.com

Original fashion Eyewear Since 1938

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MAGAzINe sINGLe PAGeADVERTISING

tura.com


Elements collection, each category has its own single page advertisement.

The Tura Brand Booktura.com

Since 1938


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intricates collection, each category has its own single page advertisement.

tura.com

Since 1938


The Tura Brand Book

tura.com


CL

AS

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tura.com


Classics collection, each category has its own single page advertisement.

The Tura Brand Book

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CATALoG and DIreCT MAIL

The Tura Brand Book

2013 Portfolio

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CATALoG CoverCATALOG AND DIRECT MAIL

2013 Portfolio

This catalog showcases all of Tura and its sub-brands, all under one roof.

it offers the optometrist the complete story of Tura products.

The Tura Brand Book

A C L A s s I C

L o o K

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CATALoG INTerIorCATALOG AND DIRECT MAIL

A C L A s s I C

L o o K

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This represents a section called “Classics.”We see several categories within the catalog; Classics, Brilliance, Elements and mosaics.

The Tura Brand Book

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CATALoG INTerIorCATALOG AND DIRECT MAIL




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This detail page highlightsTura’s signature hinge.

The Tura Brand Book

{ }Tura adds the finishing touch with eyewear

that is beautiful, that accentsyour face, complements

your clothing and enhances your individual style.

2013 Portfolio

83

{ }Tura adds the finishing touch with eyewear

that is beautiful, that accentsyour face, complements

your clothing and enhances your individual style.

2013 Portfolio

This direct mail brochure talks to our optometrist. We talk about the new Tura and its offerings.

it acts as a selling tool to those who are new to the brandor would like a quick refresher in a Cliff’s notes fashion.

DIreCT MAIL BroCHureCATALOG AND DIRECT MAIL

The Tura Brand Book




85




Tura adds the finishing touch with eyewear that is beautiful, that

accents your face, complements your clothing and enhances your

individual style.

In designs that are expertly curated, with impeccable

craftsmanship, distinctivejewelry-like detailing,


So when you put on your glasses, what the world sees is you.

Your personality. Your confidence. Your flair.

T U R A S T Y L E

DIreCT MAIL INTerIorCATALOG AND DIRECT MAIL

This sample interior spreadhighlights that Tura is not just function but also fashion.

The Tura Brand Book

87

TurA.com

The Tura Brand Book

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HoMe PAGeTURA.COM

The Tura collection homepage features an interactive grid that allows users to navigate different collections and styles on-click.

A fixed navigation breaks down the site into five main categories, with an option for opticians to login.

The Tura Brand Book

91

ProDuCT INDeX PAGeTURA.COM

The product index page allows users to browse eyewear by collection. An advance filter gives users the flexibility to search for products

through various attributes. People with previous Rx can enter glasses dimensions

to find their closest match.

The Tura Brand Book

93

The site features an “Optician’s view,” which encompasses a new navigation and pricing information.

Opticians can create and manage their own retail page as well as keep track of previous Tura orders.

oPTICIAN ’s vIeWTURA.COM

The Tura Brand Book

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ProDuCT DeTAIL PAGeTURA.COM

The product detail page offers a comprehensive guide to each style. features include social functions, alternate views, fit guides, virtual try-on,

product suggestions and an ordering guide that allows users to send orders to their retail locations.

The Tura Brand Book

97

The site architecture is capable of housing many different kinds of editorial content, including style and technology lookbooks.

LooKBooK PAGeTURA.COM

The Tura Brand Book

99

Online promotions through social platforms can increase brand awareness.

This facebook feature enters users into a drawing contest whenever they try on a pair of Tura glasses in person.

The winner receives a Kindle.

ProMoTIoNTURA.COM

The Tura Brand Book

101

eXTeNDING the BrAND

The Tura Brand Book

rosette plACeD on Crown

103

IT ’s TurA o ’CLoCKEXTENDING THE BRAND

She’s a busy woman, with a busy schedule. Tura watches become the perfect extension that reflects her eyewear.

The Tura Brand Book

105

THe T-BuCKLe PurseEXTENDING THE BRAND

The T-buckle shows off the inspiration of the Tura monogramwhile functioning as a clasp that closes a purse.

The Tura Brand Book

107

TurA TrAveLEXTENDING THE BRAND

Travel in Tura style. This luggage system offers turquoise

trim accents and is branded with the Tura logo and monogram.

The Tura Brand Book

109

A WALL oF TurAEXTENDING THE BRAND

The Tura pattern becomes the perfect way to subtly express that she is a Tura woman. Turquoise and aquamarine paints

complement this wall pattern.

The Tura Brand Book

111

TurA To TABLeEXTENDING THE BRAND

Her dinner guests will instantly know that she is a Tura woman.

The Tura Brand Book

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sHADes oF TurAEXTENDING THE BRAND

With so many to choose from, we could pair a shade for every pair of glasses.

The Tura Brand Book

115

MANICurAEXTENDING THE BRAND

Two Tura colors women will love.

The Tura Brand Book

117

TurFÚMEXTENDING THE BRAND

The scent of a Tura woman,fresh, clean, crisp and inspiring.

The Tura Brand Book

119

THANK You

tura creative presentation

Business

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magazine single

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