We collected feedback from over 4,000 company stakeholders to create a stunning global positioning for CooperVision.


CooperVision had quietly grown to become the third-largest contact lens manufacturer in the world. However, despite offering a full range of contact lenses, the company was mostly known for its specialty products. With chain stores, big-box retailers and web merchants emerging as key customers, and contact lens wearers having more say in the choice of their lenses and where to get them, CooperVision needed to inspire all audiences to see the brand as much more than a niche player.

I’ve never seen this organization so focused, so motivated and so proud.

Tom Bender, Chairman of the Board, CooperVision


After conducting a company-wide employee survey and a global competitive study with customers and contact lens wearers, we landed on the decision that CooperVision needed to take a classic challenger position. Our external brand promise—“A refreshing perspective”—established that CooperVision was going to transcend industry conventions. Starting with the logo, we designed a striking and colorful visual identity using watercolor-like illustration—an original and unexpected departure from a landscape awash in seas of strictly blue. We also worked with CooperVision’s leadership team to define their organizational purpose: “We help improve the way people see each day.”


Employees from around the world celebrated CooperVision’s new identity, which proved to be the perfect fit for the company’s culture and capabilities. The brand is well on its way to redefining its role in the contact lens industry and charting a clear course for continued success.

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