Date Published (5.27.20)
Read Time 0 Min

Through a blend of art and technology, we positioned the emerging eyewear brand to revitalize an aging industry.

  • Work
Introducing FUTUREMOOD, the World’s First Subversive Eyewear Brand

We are proud to announce the launch of the newest iconic sunglasses brand FUTUREMOOD. We partnered with entrepreneurs Michael Schaecher and Austin Soldner to create a modern brand with a digital-first approach. In an industry that’s been stagnant for decades, we built a distinct branded eCommerce platform that serves individuals and artists and, in the words of the FUTUREMOOD brand, creates ‘“metaphysical supplies for creative people.”

FUTUREMOOD founder Michael Schaecher offered us this insight: “In a world where so many brands look and sound the same, we wanted an immersive art platform that would take our look and feel to another level—just like our sunglasses do.”

The founders added, “We don’t play by the rules; we create new ones. We remix life and style with a brand that builds a community for the daring. Our experience will make buying sunglasses less frustrating and affordable, and way more fun.”

Upon partnering with the brand, we began an exhaustive competitive analysis and took a deep dive into the constructs that shaped streetwear and high fashion. We focused the approach on developing a digital storytelling platform that took industry norms and turned them upside-down.

BASIC® Creative Director Erwin Hines added, "There was a brilliant plan, a spark of an idea, and a collaborative canvas to create an innovative digital-first eCommerce platform. Leveraging BASIC’s deep-seated roots in branded eCommerce with the FUTUREMOOD team’s industry expertise, we combined the fashion industry construct of ‘drips and drops’ inspired by streetwear and paired these philosophies with eCommerce best practices and digital behaviors. The result is a unique experience and technical infrastructure utilizing the Contentful CMS that moves at the pace of today’s hype culture."

Here are a few of the highlights behind the new experience:

  • Feed vs. Homepage: Considering the disparate nature of the content types and the spaces where the target audience spends most of their time, we looked to social platforms like Instagram, TikTok, and Snapchat to better understand audience behaviors and patterns.
  • Deliberate Friction: While frictionless shopping funnels and experiences are great for quick conversion, you often lose any sense of brand. We wanted to make sure people explored, got lost, and played.
  • Portals into Another Dimension: Flexibility and consistency guided our visual design approach, as the FUTUREMOOD founders looked for a distinct design system to populate unique worlds within. We created a platform that offered FUTUREMOOD the ability to create vastly different types of content yet maintain brand continuity through a flexible and adaptive design system.
  • Netlify x Contentful: Site speed and authoring simplicity were core business needs for FUTUREMOOD. Running an incredibly lean team, the founders needed the ability to manage all of the initial content on their own. Launching timed and limited releases or “drops” meant that the site needed to go live with new content and load as fast as possible. We quickly settled on a progressive infrastructure, leveraging Contentful for content architecture and Netlify for a server-side rendering deploy pipeline.

BASIC® VP Of Creative Steven Denekas added, “Today, consumers demand story, purpose, and quality from the products they buy. Together, FUTUREMOOD and BASIC® arrived at this answer: utilize common digital behaviors and reimagine conventional methods that have homogenized brands and eCommerce platforms. The result is an effortless shopping experience that speaks to culture and looks and acts like nothing we’ve done before.”



BASIC® is an experience design company that thrives at the crossroads of culture and technology. Combining human intuition with systematic thinking, its work in strategy, design, and digital transformation is recognized for challenging business convention alongside the world’s most forward-thinking brands.

Next Article

This website uses cookies to ensure you get the best experience. Privacy Policy