CLIENT
One of the world’s largest manufacturers of contact lenses, headquartered in Pleasanton, CA. It distributes high-quality lenses virtually everywhere contact lenses are worn from a network of facilities in 12 countries across five continents.
BRIEF
To position the company for continued success as the third-largest contact lens manufacturer in the world. CooperVision needed to inspire all audiences—eye care practitioners, retail channels, lens wearers, and even its own employees—to see the full breadth of its unique value. Despite offering a full range of high quality contact lenses, CooperVision was still thought of as a niche player: a provider of specialty lenses. Changing industry dynamics made building brand awareness and recognition among wearers and practitioners a necessity.
APPROACH
Siegel+Gale determined that it was essential for CooperVision to shake up the status quo. We developed a “challenger” brand positioning that capitalizes on CooperVision’s unique skills and approach to doing business. Then, we captured it in an external brand promise, “A Refreshing Perspective,” that suggests an organization transcending industry conventions. A striking visual identity based on watercolors provides an original, unexpected departure from an industry awash in literal representations of water.
