The Vision Council needed to...well, update its vision. After decades of marketing eye care and eyewear to consumers, their focus was shifting to supporting members. But how? What could The Vision Council provide that member companies - from eyewear manufacturers, to optical labs, to retailers - couldn’t do themselves?

Our team went to work and created a dynamic new brand identity - more than a logo, it’s a guide for how the brand behaves to meet those member needs. We introduced new consumer segmentation (rooted in quantitative data) that shed new light on how to influence audiences, and provided crisis management and media relations support to respond to rapid industry change.