Genusee is an eyewear company on a plastic-busting mission little to do with eyewear. From thing to purpose and process I worked as a copywriter for eyewear clients for many years. The vast majority of eyewear companies use core messaging centred around various derivatives of looks –  coolness,  design, fashion-following, taste, kudos et al. New American eyewear company Genusee seems to be on a different track –...

Technology is often embedded and invisible – so how do we understand and appreciate its value? One of the commercial difficulties with the proliferation of technology and digital embedding is that it’s often difficult to see or appreciate what’s going on or why it’s good. Techy stuff either works or it doesn’t, and value of digital interactions is difficult to make tangible – especially in...