Managing a global brand is always a struggle. See how VDLA led the charge for this medical device leader.
As HOYA Surgical Optics, an ophthalmic medical device company, experienced rapid growth within existing markets and through global expansion, the company found itself with a larger yet fractured brand. Individual services and regions were being managed in isolation, and the brand lacked consistent expression. In fact, the brand had begun to leave an impression among customers of confusion, imprecision, and unreliability—all of which threatened the company’s ongoing growth plans.
We started by conducting qualitative research with all key audiences to gain insight for crafting a new mission, vision, and brand positioning. We then enhanced the existing company logo, developed new packaging design systems, print design, trade environments, stationery, product rendering style, and photography library, as well as a 70+ page brand guidelines manual.
VDLA then coordinated the global brand launch and developed brand and product promotional materials. The result was a dramatic improvement in positive perceptions of the brand among customers and employees, as measured by a 20-point brand attribute global audit conducted before and after the rebranding, and accelerated growth in sales and market share.
What we did: market research, brand positioning, logo design, print design, package design, brand exhibit design, environmental design, brand guidelines, implementation management