FEATURED WORK
Alcon
Branding & Identity
Make Easy
CHALLANGE
How might Alcon establish enduring bonds with both new and existing Eye Care Professionals, not only retaining them but transforming them into enthusiastic brand advocates? Additionally, how can they effectively promote and generate excitement among optometrists for the innovative MyAlcon FitSCAN App?
OUTCOME
I collaborated with Alcon in a rebranding endeavor focused on fostering a more approachable and customer-centric solution. We revamped everything from messaging to the overarching brand imagery, particularly emphasising the launch of the MyAlcon FitSCAN app. This encompassed developing explanatory videos showcasing the app’s functionalities and spotlighting user testimonials.
SCOPE OF PROJECT
Branding & Identity
Brand Ideation
Brand Messaging
Brand Collateral
Print & Digital Output
Storyboarding
Video Production
Where are the Gaps?
The first step is to pinpoint the gap between Alcon’s existing brand communication and its target audience. This phase is crucial in uncovering fresh insights by delving into the customer’s challenges, requirements, and unmet needs that aren’t currently being fulfilled.
Defining the desired experience
During the discovery phase and through gathered insights, we establish specific experience cues we aim for our audience to carry away from engaging with the updated branding. We identified three foundational brand pillars that will shape the new brand messaging and, in turn, generate avenues to enhance the overall customer experience.
APPLYING THE CREATIVE
Out of three initial directions, the Make Easy visual identity and messaging direction emerged as the strategic choice due to its alignment with the business objectives, catering well to both brand and messaging requirements.
More than one challenge
The subsequent challenge involved demonstrating to eye care professionals the simplicity and time-saving nature of using the MyAlcon FitSCAN app. This was achieved through a series of digital resources such as ‘User Guides’ and ‘Explainer and Testimonial Videos,’ aimed at building awareness, garnering audience support, and ultimately fostering advocates for the app.
Harnessing the Power of Video for Maximum Impact
Upon defining the video objectives, the initial phase involved script development. Subsequently, storyboards were meticulously created, integrating graphic elements, typography, and imagery. These components were utilised to vividly illustrate how the script could be brought to life through animation and storytelling.
Lights, camera, action
After completing the script and storyboard development, we proceed to initiate the video production phase. This involves on-location filming to capture a ‘day in the life’ narrative, employing a testimonials style that showcases an Eye Care Professional (ECP) using the app. This approach effectively demonstrates the app’s ease of use
and time-saving features.
and time-saving features.
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