Creating a values-based brand for digital natives
Product
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ChallengePremium subscription daily contact lenses
How do you turn a regulated medical device with a complex, highly technical value proposition into a human-feeling brand that speaks to Millennial and Gen Z values — while competing not only with global giants like Bausch + Lomb, but also with cheap-and-easy value players like Hubble?
Approach
Reimagine virtually everything about Aveo with the target audience of Millennials and Gen Z in mind, and develop a brand ecosystem that’s at once emotional and innovative, simple and cutting-edge, playful and authoritative.
Reimagine virtually everything about Aveo with the target audience of Millennials and Gen Z in mind, and develop a brand ecosystem that’s at once emotional and innovative, simple and cutting-edge, playful and authoritative.
Results
An engaging, disruptive brand that grew steadily year on year before becoming a casualty of COVID19 lockdown.
An engaging, disruptive brand that grew steadily year on year before becoming a casualty of COVID19 lockdown.
My Role: Creative Director
concepting, brand strategy and architecture, identity, copywriting, social media strategy, campaign development, packaging design, motion design, naming, messaging, team leadership
BRAND KEY VISUAL
Brand Concept
BRAND CONCEPT
Brand Tagline
For trademark reasons, “You deserve happy eyes” evolved into “Make your eyes smile.”
To complement the tagline, we created Nubby: a smiling succulent with googly eyes who expresses the joy, energy, and approachability of the Aveo brand.
BRAND AVATAR + TAGLINE
Brand Logo
A wide-ranging logo exploration led to an evolutionary redesign, using a customized typeface that feels softer, more human, and more readable.
BRAND IDENTITY REDESIGN
Product Naming and Packaging
Upbeat, human-centered product names meet bold, clean, type-driven design for packaging that’s worthy of taking center stage in social media and digital advertising.
PRODUCT NAMING + PACKAGING
Brand Video
Aveo’s brand promise and key benefits in 30 seconds.
BRAND VIDEO
Social Media
After developing a content strategy to communicate Aveo’s core differentiators, I led my team in creating a vibrant, insight-driven social media presence built on original photography, illustration, and video, as well as influencer content.
Video and Motion Design
Video posts, unsurprisingly, were some of Aveo’s strongest performing social content.
Website
Aveo’s site infuses the brand’s personality throughout the customer journey to educate, inform, and spur trial.
Going Global
One of the most gratifying aspects of creating a global brand is getting to see how it comes to life in other countries.
