OGI needed a direct-mail piece that would generate interest in its new product line (drawing its inspiration from industrial design and architectural influences, as opposed to fashion) and drive traffic to its booth at the Vision Expo in New York City. However, prototypes of the line would not be available for photography until after the mail date, providing a unique challenge. The solution, a broadsheet showcasing the line’s “counter-couture” manifesto in an almost propagandalike vernacular, utilizes the juxtaposition of the frame design sketches with unconventional, almost constructivist photography communicating the relationship between the eyeglasses and industrial design and architecture.