The Brief

Although Optical Express has the largest share of the laser eye surgery sector, their marketing activity in recent years has been based on price promotions and offer led propositions.

The requirement was to develop a new brand positioning, that would address the ‘fear factor’ and emphasise the remarkable vision transformation that enabled patients to dispense with glasses and contact lenses. In addition, there was a need to rebrand Optical Express to present a more contemporary image, whilst retaining a reassuringly, professional and clinical look and feel.

Our Response

After carrying out a competitive review and reviewing consumer attitudes, we identified there was a ‘gap in the marketing’. The unoccupied space was defined as ‘the lack of any meaningful emotional connection between providers and potential patients’.

We developed a new positioning expressed in a single word that summed up the response of those who had experienced laser eye surgery. Sheer, unadulterated ‘JOY’. To give the brand campaign legs we developed a number of expressions of ‘JOY’, namely; Happiness, Delight, Pleasure, Optimism, Elation, and Exhilaration.

This culminated in a Brand Book, that covers every aspect of the new positioning and rebrand and the new style marketing and advertising, both on and offline.

Brand Expression

Brand Book

TV Commercial

Patient Stories

Consumer Brochure

Little Book of Joy

Retail Design

Product Design

Clinic Point of Sale

Press Inserts

Magazine Inserts

Roll-Fold Leaflet

Gift Vouchers


The Outcome

It’s still early days and with a company the size of Optical Express, it takes time for change to take effect. However, the repositioning and rebrand is gaining momentum and starting to change the interaction, between the company, its stakeholders and consumer audiences, in a positive and effective way. With all of the confidence and assurance of the true brand leader.

Credits: DoodleDo Motion (moving image partner),
Paul Moffat (photography) & Parallax (digital/web build).


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