Ace & Tate
Changing the way people see eyewear
My role
Brand, Community, Cultural Relevance, Partnerships & Growth
Period
2017 - 2019
About
Founded in Amsterdam in 2013, Ace & Tate was built on a simple idea: eyewear could be better. Better design, accessible prices and a more personal experience. Challenging the traditional optical industry, the brand created its own frames, opened physical stores and built a community around a different way of seeing and buying eyewear. As Ace & Tate grew, the brand became about more than just frames. It built a world around eyewear, bringing together artists, creatives and brands who shared its perspective and turning customers into a growing community.
Momentum
From eyewear to a cultural brand. As Ace & Tate scaled, the brand evolved beyond its product offering. Community, creative collaboration, culture & identity became strategic drivers of how the brand built relevance, strengthened its identity and connected with a new generation of consumers.
What I worked on
I played a key role in building and activating Ace & Tate’s creative community during a period of rapid growth. Working across brand, marketing and creative, I led the development of the brand’s ambassador network and shaped how Ace & Tate built meaningful connections with its audience. From defining social strategy and leading product launches to building creative partnerships and campaigns, I brought together people, ideas and partners to expand Ace & Tate’s cultural presence and strengthen its position beyond eyewear.
Credits
Ace & Tate Head Brand Marketing: Kristofer Crockett Senior Brand Manager: Carrie Anne Grey Editorial Manager: Martin Samson Creative Producer: Jet Braas UK Brand Manager: Ross Ferguson PR Manager: Alice Rosa Miskin Head of Growth: Carl Brenninkmeijer In-house Creative Studio Partners Creative: We Are Pi Collaborations Ace & Tate x CMMN SWDN Ace & Tate x Law Magazine
