CHALLENGE


A HIGH PROFILE PUBLIC INDISCRETION THREATENED THE VERY EXISTENCE OF THIS LONG-ESTABLISHED OPTICIANS. JETTISONED BY YOUNGER CUSTOMERS, THEIR EXISTING CLIENTELE WERE AGING. THE TASK WAS THEN PUT TO BRAND + CODE: HOW TO BREATHE NEW LIFE INTO A DYING BRAND?

EXECUTION


WE SHIFTED EMPHASIS AWAY FROM THE DAMAGED BRAND NAME AND INSTEAD FOCUSSED ON THE HERITAGE OF THE COMPANY AND ITS LONG STANDING ON THE LOCAL HIGH STREET. WE TOLD A STORY ABOUT A BRAND THAT HAS CONTINUOUSLY SERVED THREE GENERATIONS OF THE COMMUNITY. A NEW VISUAL IDENTITY PLAYED ON OLD FASHIONED SERVICE VALUES AND THE IMPORTANCE OF A PERSONAL TOUCH.

OUTCOME


A DISTINCTIVE HIGH STREET PRESENCE WITH ACCOMPANYING WEBSITE ASKED THE LOCAL POPULATION TO PAUSE AND RETHINK WHAT THEY THOUGHT THEY KNEW ABOUT CLOUGHS. PERCEPTIONS SHIFTED, CUSTOMERS RETURNED. THE CLIENT IS NOW POSITIONED TO MOVE CONFIDENTLY INTO SERVING A FOURTH GENERATION OF CUSTOMER.