Jondo Sport is a performance eyewear company pushing the boundaries of clarity, comfort, and design for athletes and golfers alike. Known for their advanced lens technology and precision engineering, they set out to elevate their brand presence to match the premium quality of their products.
Jondo Sport is a performance eyewear company pushing the boundaries of clarity, comfort, and design for athletes and golfers alike. Known for their advanced lens technology and precision engineering, they set out to elevate their brand presence to match the premium quality of their products.
Role: Creative Direction / Art Direction / Naming / Branding
Date: 2025
Role: Creative Direction / Art Direction / Naming / Branding
Date: 2025
Role: Creative Direction / Art Direction / Naming / Branding
Date: 2025
Challenge
Challenge
Jondo Sport wanted to reposition as a premium, “Rolls-Royce of golf eyewear” brand—without a ground-up rebrand. They asked us to work within their existing visual assets, which were inconsistent in lighting, crops, and color, and sat inside a busy layout system that diluted the luxury feel.
Jondo Sport wanted to reposition as a premium, “Rolls-Royce of golf eyewear” brand—without a ground-up rebrand. They asked us to work within their existing visual assets, which were inconsistent in lighting, crops, and color, and sat inside a busy layout system that diluted the luxury feel.
Solution
Solution
We audited the full library, rescued the strongest shots, and used AI-assisted relighting, cleanup, and upscaling to create a consistent, high-end look. Then we rebuilt the presentation around restraint: a simplified grid, generous white space, disciplined typography, and a reduced palette (graphite/ivory with a single performance accent). Product images were standardized (angles, reflections, shadows), and we introduced modular story blocks for web and ads.
We audited the full library, rescued the strongest shots, and used AI-assisted relighting, cleanup, and upscaling to create a consistent, high-end look. Then we rebuilt the presentation around restraint: a simplified grid, generous white space, disciplined typography, and a reduced palette (graphite/ivory with a single performance accent). Product images were standardized (angles, reflections, shadows), and we introduced modular story blocks for web and ads.
Ernie Els is grace in motion
Ernie Els is grace in motion
the Big Easy whose tempo never hurries and whose touch rarely misses. In this imagined spot, he reaches for Jondo glasses the way he reaches for a trusted wedge: instinctively. Glare drops away, contrast pops, and the greens’ faintest breaks come into focus, letting his rhythm stay unbroken from tee to tap-in. Clear sight, calm mind, classic Els—and Jondo quietly doing its job so the swing can do the talking.
the Big Easy whose tempo never hurries and whose touch rarely misses. In this imagined spot, he reaches for Jondo glasses the way he reaches for a trusted wedge: instinctively. Glare drops away, contrast pops, and the greens’ faintest breaks come into focus, letting his rhythm stay unbroken from tee to tap-in. Clear sight, calm mind, classic Els—and Jondo quietly doing its job so the swing can do the talking.
Concept
Jondo Caddie:
To sustain a premium lead, we proposed an AI wearables roadmap anchored in Jondo’s eyewear category.
A discreet, AR-enabled eyewear system that fuses course GPS, IMU swing data, and live weather to deliver yardage, plays-like adjustments, wind direction/speed, slope/green reads, and smart club recommendations—all presented as a minimalist HUD that stays out of the golfer’s way.
Concept
Jondo Caddie:
Jondo Caddie speaks like a calm tour caddie—short, confident, and actionable: it leads with the play, then adds only the essential context.
“152, plays 148—8-iron, start right edge;
miss is left—commit?”
