CATEGORY

Logos

LEVEL

Salvage

RANK


DESIGN CREDITS


TAGS

, , , , , ,


LINKS

coopervision.com
siegelgale.com

CooperVision Inc. by Siegel+Gale CooperVision Inc. by Siegel+Gale CooperVision Inc. by Siegel+Gale CooperVision Inc. by Siegel+Gale CooperVision Inc. by Siegel+Gale CooperVision Inc. by Siegel+Gale CooperVision Inc. by Siegel+Gale

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.

CooperVision understands that no two eyes are alike, and that every contact lens wearer and customer is unique. Our new identity was met with resounding cheers from employees around the world, who were thrilled to have an identity that felt so right for our culture and capabilities. — Lisa Fawcett, Vice President of Global Marketing at CooperVision Inc.

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