Make Easy
Alcon
Alcon wanted to strengthen its relationship with Eye Care Professionals while building awareness and enthusiasm around the MyAlcon FitSCAN app. The opportunity was to make the experience feel simpler, more useful and more approachable.
Brand Strategy & Identity • Creative Direction • Messaging • Digital & Print • Video
Making easy matter
The challenge was broader than launching an app. The brand needed to communicate ease and value while giving Eye Care Professionals a reason to engage, adopt the product and ultimately become advocates.
A simple idea with room to grow
Make Easy emerged as the strongest of three creative directions. It gave the brand a simple, customer-focused idea that could shape both the message and the visual expression, while creating a clear platform for demonstrating the app in use.
Putting the idea to work
I translated the direction into a visual and messaging system across user guides, digital assets and video. For the explainer and testimonial content, I developed scripts and storyboards that combined graphic elements, typography and live action to show the app as part of a real working day.
My role
I helped take the work from strategic direction into a tangible brand and communication system, shaping both the visual expression and the content needed to bring the idea to life.
Creative direction & concept development • Brand & messaging expression • Visual identity & design system • Storyboarding & video design
Related Projects
Deloitte | Sydney Opera House — Revaluing an Icon
Deloitte — A New Way Western Australia