ABOUT

Product
Premium subscription daily contact lenses

Challenge
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.

Results
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