But everywhere we looked, we saw eyewear framed up with…well…lots of frames. And the lenses? Clearly invisible.
We set out to change that.
After we married the two, we discovered a masterbrand concept rooted in a human truth.
With an emotional approach, we set the stage for clear, concise education and artistic communication. Not only would users leave the site fully comprehending the benefits of Essilor lenses, but they also would find themselves immersed in a beautiful experience.
Lifestyle imagery was all from the point-of-view of the lens wearer. Share in their experience as they observe something beautiful and seemingly unnoticed with perfect clarity. Look close. Each image is also demonstrating the benefit of the lens.
Product imagery was trailblazing, as we created what we were looking for. All lens photography is original and crafted perfectly to give these premium, technologically superior lenses the showroom they deserve.
Our light, thin, and premium system of custom icons supported our communication at every juncture. Easy to scan. Hard to miss.
Grounded in the insight that consumers choose lenses based on lifestyle choices, we also created a custom lens builder. With just a few simple answers, users can design their own custom lens, print the result, and share directly with their eyecare professional.
Integrating emotion and product, elevating the brand story
The new, fully responsive EssilorUSA.com successfully launched in September 2017. Multiple site assets, such as icons and lens imagery, have been repurposed across channels and in multiple global markets.