Global vision. Local lens.
Optegra had grown through acquisition. They needed a unifying brand.
Optegra aim to be the world’s leading eye hospital. They are already one of the largest groups of private dedicated ophthalmic hospitals in the world with operations across Europe and China. They asked us to develop a brand positioning, brand architecture, a b2b and b2c strategy, and a visual identity. We worked closely with each of their markets to understand the local context. We then held Visual Planning™ workshops with key stakeholders and partners. We developed a unifying brand proposition, ’liberating perfect vision’, and then created a visual identity based on a kaleidoscope device with distinctive colour combinations. It is designed to work in 2D and 3D, and flex according to different markets and audiences. We also created a photography style using different points of view. The new identity has global consistency, but can be optimised for local markets.
The new identity system has been successfully rolled out in multiple geographies, environments and digital and physical touch points.
Insights and Analytics
Strategy and Positioning