Fabian Hupfauf
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HOYA

Transforming HOYA into a centralised global brand →

HOYA is the 2nd largest vision care company in the world. Strong competition from the market leader drove the need for a new brand platform to differentiate HOYA. Internally this also created a centralised approach driving consistency across the markets.

We developed the brand idea ‘For the Visionaries’. A promise that elevates independent optometrists and reaffirms HOYA’s dedication to them.

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We identified 3 brand pillars rooted in the qualities that make eye care professionals visionary: care, knowledge and foresight. This was translated into a visual language which unified the brand and was flexible enough to be applied to all applications globally.

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We designed a new way to communicate about lens technologies to optometrists.

 
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We created product campaigns including sales tools, store posters, social posts and landing pages giving optometrists the tools to promote their product and grow their business.

Quarterly social content on linkedin gave optometrists interesting information to pass on to their customers.

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We designed the Visionary Alliance loyalty program giving independent optometrists a support network that normally only franchise owners enjoy.

This included business support, market analytics, tailor-made marketing programs, a social platform connecting them to key opinion leaders and digital tools helping them better consult with customers.

 
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Agency: Nomads
Creative: Fabian Hupfauf, Alta Rezazadeh,
Emily Cussins & Christopher Penman