Behind the Campaign
Most fashion brands launch with a story already built: a heritage, a founder narrative, decades of reference points to draw from. SOLVÉ launched with one specific, physical detail: a nose pad, coated in silicone, that stops sunglasses slipping. Everything visual had to be built from that single fact, not around it.
The brief
SOLVÉ needed fashion campaign photography Melbourne audiences would actually stop scrolling for, plus a full brand identity. The launch was the identity, there was no earlier version to reference. Founder Sarah Ong's brief was direct: comfort is the whole product, so comfort had to be visible, not just claimed.
Turning a product spec into a visual language
"No slipping, no compromise" is a strong line, but it isn't a photograph. The actual creative problem was finding images that made comfort look like something. Movement, ease, sunglasses staying exactly in place through motion a stiffer pair wouldn't survive. That became the throughline for the whole shoot: subjects genuinely moving, not posed static against a backdrop.
What we built
A full campaign set: Hero images for the site and paid placements, a rolling content library for launch-week social, and the early identity work (palette, type, layout logic) that everything since has been built on. Brand and campaign were developed together, not identity first and photography after, because there wasn't time for a separate phase; launch was launch.
Why this matters for a new brand specifically
A launch campaign for a new brand does double duty most photography never has to: it's simultaneously introducing a product and teaching people what the brand is. There's no existing audience with prior context to fall back on. Every frame is doing introduction and persuasion at once, which is exactly why brand identity and campaign photography can't really be sequenced as separate projects for a genuine launch.
You can see the full SOLVÉ case study here.
