Building One Brand for Two Very Different Markets

Invision optometry presented a unique rebranding challenge that would be relevant to patients in two very different markets. The project tackled a new identity, a new website, visual merchanding, email, and other digital and traditional tactics.

At a Glance

Client Invision, A growing optometry practice scaling to multiple locations in West Virginia

Eyecare Optometry

Audience Prospecive patients in Christianburg and Salem, West Virginia, both families and individuals.

Business Challenge Develop a branding messages would work across two demographically distinct markets.

Strategic Approach Develop positioning — Eye Fitness and Fashion — that would appeal to two audiences: Salem's messaging stressed value and eye health. Christianburg, one of the highest-per-capita cosmetic surgery markets, is known for fashion and famous designer eyeware.

Deliverables • Brand strategy • Positioning development • Creation of the Eye Fitness and Fashion platform • Logo design • Visual identity development • Website redesign • Email marketing • Direct mail • Point-of-sale materials • Outdoor advertising

The Challenge

Following the acquisition of an established optometry practice, Invision needed to reassure existing patients, attract new ones, and establish a clear identity for the future.

The challenge was complicated by geography.

The practice operated in two very different West Virginia communities.

One location served a largely working-class population. The other served a community with higher household incomes and education levels.

Separate marketing approaches to avoid fragmenting the brand, diluting its identity, and overstretching the budget.

The marketing makeover was created by the agency and was funded by Optometric Management magazine, which highlighted the progress in month-by-month articles for a full year.

The Insight

Research revealed that, although the communities differed, patients in both locations shared two important motivations.

They wanted healthy eyes, and they wanted to look good.
The difference wasn't the core need. It was the emphasis.

Patients in the Christianburg market responded most strongly to messages about eye health, value, and long-term vision care.

In Salem, West Virginia's largest cosmetic surgery market, patients prioritized fashion, designer eyewear, and personal appearance.

The opportunity wasn't to create two brands.

It was to create one brand capable of speaking to both audiences.

The Solution

We developed the positioning platform Eye Fitness and Fashion.

The concept became the foundation of the Invision brand, uniting the medical and lifestyle aspects of eye care under a single strategic idea.

To bring the positioning to life, we created a colorful new logo and visual identity system that reflected both the health and fashion dimensions of the practice. The new branding helped differentiate Invision from traditional optometry providers while creating a consistent image across locations and marketing channels.

The strategy provided a flexible framework that allowed the practice to maintain a unified identity while emphasizing different benefits in different markets.

In the higher-income community, communications focused on eye health, preventative care, and the long-term value of professional vision services.

In the more appearance-driven market, messaging highlighted designer frames, fashion trends, and personal style.

Results

Record revenues for both locations
Expansion from two practices to four

Key Takeaway

Great positioning doesn't force customers into a single message. It identifies a larger idea that allows different audiences to see themselves in the brand. By creating the Eye Fitness and Fashion platform and a distinctive new visual identity, we put Invision on track to accelerate growth in two markets and lay the foundation for long-term expansion.

large peanut wearing designer eyewear — Direct mail combined the concept of health and fashion, and invited current patients to return for follow-up care.