Transitions Optical is well known in the optical industry for their successful core product. In an effort to support their core brand and also expand their reach, Transitions has recently launched a complementary sunwear brand called Transitions SOLFX. Given the complicated partner structure, as well as existing perceptions of the core product, THIS IS RED (partnered with Euro RSCG Worldwide PR) was brought in to manage the introduction of the new sunwear line to differentiate it from the core brand and to the sunwear market.

After analysis of the general eyewear consumer, sunwear shopper, and existing sunwear brands, THIS IS RED established a strategy to educate the consumer on the functional and emotional benefits of the brand by introducing and explaining the idea of "Dynamic Sunwear" through iconography and lifestyle segmentations.

Through the consumer web site, digital advertising, trade communications, events, and viral campaigns, THIS IS RED continues to establish the brand as a player in the sunwear market.