I was hired by an optometry company to lead the copy side of a brand refresh. Five months in, the CEO deprioritized any and all brand work :( It was a bummer, but good ideas don’t have to die.
These are some day-one sketches for a potential brand positioning/platform. There’s some wide-eyed, new-job optimism here, but it felt really good at the time.
— CONCEPT 1
eye health is
whole health
Did you know that your eyes actually say a lot about the rest of your body? When an optometrist gazes into your eyes, it's about more than updating your glasses prescription. They're checking up on tiny blood vessels and nerves. Delicate indicators of blood pressure, blood sugar, tissue health, and other systemic illness.
This isn't common knowledge.
A brand platform dedicated to vision health is a massive opportunity. We spin-off campaigns that educate (first and foremost), and then inspire people to prioritize annual eye exams. There's a lot of room to set our patients' "eye care agenda." This IS health care. That's why you have to see a doctor!
— CONCEPT 2
the vital sense
or
one set (of eyes)
You get one set. Just one set of eyes. They're worth taking care of.
I've always had bad vision. I got my first pair of glasses when I was… six, I think. For me, eye care has been a priority ever since. Even when I was uninsured, I sought an annual eye exam. Sight was the one sense I was unwilling to compromise. We need to make more people feel this way. But more importantly, we need to address obstacles to great vision care, be it financial or behavioral. Whatever.
Get your eyes checked once a year. Many people don't realize how much they stand to gain by updating lenses and gaining effective sight. Are you getting the most from your vision?
— CONCEPT 3
vision for your world
or
helping the whole world see
Beyond the obvious health implications, seeing is often much more than just seeing. Sight is relative. Sight is personal. And this angle could be just as personal. What do you look forward to seeing every day? What was the most amazing thing you've ever seen? A sunset in California. Willie Mays' 4-homer game in '61. Your granddaughter's face. There sure is a lot worth seeing.
There's a "looking out for loved ones" angle here, too. There are behavioral indicators of poor eye health. "If you see your kid tilting their head to read, they may have X condition."
Build a better world for everyone around you. We can marry that up with some of the work we do in the community.
— CONCEPT 4
world builders
Your world is your world and your eyes are the gateway.
Without access to vision healthcare, things in your world are blurry because they've always been blurry. But there's so much more to see. That's where we come in. Let us help you see your world more clearly.