CooperVision

CooperVision is well on its way to redefining its role in
the contact lens industry—and charting a clear course
for success.

Despite offering a full range of high quality contact
lenses, CooperVision was still thought of as a niche
player—a provider of specialty lenses. Traditionally the
organization focused its marketing efforts on Eye Care
Professionals, but changing industry dynamics made
building brand awareness and recognition with
wearers, as well as practitioners, a necessity. Through
our extensive analysis, 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. In keeping with the
challenger ethos, a striking visual identity based on
watercolors provides an original and unexpected
departure from an industry awash in literal
representations of water.

CooperVision's new identity was met with resounding
cheers from employees around the world, who were
thrilled to have an identity that felt so right for the
company's culture and capabilities. CooperVision is
well on its way to redefining its role in the contact lens
industry—and charting a clear course for success.