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Define an overarching brand story for the $6 billion eye care provider that would allow its six business divisions to align, inspire employee advocacy, build doctor and patient satisfaction, and accelerate retail growth.
Each division of VSP is a large, separate and highly successful business; employees were struggling to understand the dynamics between corporate and division branding; and, new eyewear competitors were stealing market share.
We First created a singular brand story for VSP Global, collaborated on their new website development, developed a positioning for their Retail Division and provided employee training and marketing workshops to socialize the brand story.
VSP Global now has a singular brand story informing its internal and external communications, its 60-year anniversary, and its marketing departments across all six divisions of the company.