Luxottica
Vision In Practice
An important element was missing as the world's largest eyewear company expanded to fulfill the needs of the aging US population–optometrists to practice in the superior corporate locations of LenCrafters, Pearle Vision, Target Optical and LenCrafters at Macys.
With potential candidates largely seeing the opportunity as becoming ‘mall-docs’ a repositioning was very much needed.
Thankfully the infrastructure was in place to support a sales and marketing push as ‘Vision In Practice’ a heartfelt thematic was created to focus on human qualities and debunk the notion that Luxottica didn’t deliver the care in eye-care.
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Beautifully rich hand-rendered illustrations were created to portrait the personal time and attention given throughout Lux eye care. Terms that only optometrists would know where hidden amongst thousands of individual strokes as easter eggs to be found.
The illustrations became the backbone of all the communications, and even printed on the sales kits that recruiters would take to career and college fairs. The poetic thematic and visual style continued with the doctors of Luxottica website, created for potential candidates to learn more, explore their best-suited path with the custom fit tool, and view open opportunities. A campaign video containing UGC of doctors delivering the mantra while animated strokes thread all the optometrists together saw our vision through.