Project Information

Bose Frames

Bose Frames is the company’s innovative debut into a wholly new way to listen; one that has to be seen and heard to be believed. They’re sunglasses with a soundtrack: each style a classic silhouette with discreet Bluetooth speakers built-in to deliver rich, immersive audio only the wearer can hear. So when Bose invited COLLINS to help them launch a new product born at the intersection of technology, audio experience, and fashion, we leaped at the chance to amplify the qualities that everyone loves about Bose — a tireless pursuit of exceptional audio engineering —and bridge them into a new, unexpected category.

A true end-to-end solution, COLLINS engaged with Bose early on, building a brand strategy in parallel with product development to ensure that our audience insights derived from qualitative research could inform innovation outcomes. These insights not only led to pivotal product decisions, but also paved the way for positioning the brand as a wearable for every day. To highlight the product’s unique ability to enrich and frame each moment through music, we developed Bose Frames as product category name, reinforcing the idea through the naming of the two debut silhouettes, Alto & Rondo, as well.

With the foundational strategy finalized, COLLINS then created key messaging and a robust design toolkit for launch, inclusive of a full identity system, product and lifestyle photo libraries, web templates, digital ads, and social media spots.

The resulting visual system celebrates the tensions at play: between design and engineering, precision and dynamism, the explicit and the implied. The new Bose Frames brand is brought to life by these counterpoints, fueled by a rhythmic spirit of restless experimentation. Working closely with the teams at Bose ensured that the Frames brand evolves the longstanding legacy of the company while launching them into yet another new future—the arena of fashion wearables.


  • Erik Berger Vaage
  • Karin Fyhrie
  • Jules Tardy
  • Kris Wong
  • Christian Widlic
  • Kirsten Harkonen
  • Matt Luckhurst
  • Joanna Hobson
  • Otto Arsenault
  • Daria Kobayashi
  • Mari Juliano
  • Patrick O'Sullivan
  • Amy Yvonne Yu
  • Los York
  • Sandra Creamer
  • Tom Elia
  • Alex Barrett
  • And all our friends at Bose