WHEN CO-FOUNDERS AND owners Bob and Nancy Schulze opened GLOBE Design & Vision in Holland, MI, in 2002, they set out to create a boutique that celebrated independence and craftsmanship in eyewear. Bob’s years on the wholesale side of independent eyewear—from the Midwest and East Coast of the U.S. to Western Europe — helped shape GLOBE’s boutique ethos and visual storytelling. More than 20 years later, second-generation owner Hanna Lorenz Schulze continues that vision with branding she describes as “joyful, welcoming, and professional.”
The shop’s visual identity has evolved over time. The original wordmark, set in a distinctive typeface Bob discovered in a font book, was soon joined by a whimsical character — the “Happy GLOBE Guy.” The smiling figure quickly became a customer favorite and remains the most recognizable element of the brand today, appearing on everything from T-shirts to cleaning cloths. In 2025, after 23 years in business, the shop successfully trademarked the logo — “a huge point of pride for us!” says Hanna.
The brand identity extends far beyond the logo, however. As Schulze notes, in addition to “mainstay” branded items such as cleaning cloths, retail bags, spray bottles, business cards, handouts, and T-shirts, “We have exercised our creativity with new ideas like introducing enamel pins, pens, stickers and charms, and a personal favorite — branded informational cards with details about each designer collection carried in the store.” Those cards, she adds, let the team “share personal stories with our guests as well as highlight our friends in the industry and their visions.”
The branding effort also reflects the company’s values in how materials are made. “We work with independently owned companies in Michigan, or at least within the USA, whenever remotely possible to source our products,” says Schulze. That extends to graphic design, screen printing, material sourcing, photography and beyond.
For Schulze, the lesson for other independents is clear: “Storytelling has been very effective for us.” Whether it’s the photo books featuring designers, reps and friends they put together after attending indie eyewear shows or local shoots with loyal customers, the Schulzes’ aim is consistent: “Any way to show connection to community and joy makes your business stand out from the chains and franchises.”
PHOTO GALLERY (6 IMAGES)
