Does your brand reflect who you are and what you do? Does it speak to your people and your customers?
If not, it might be time for a revamp.

Optical Supply of Australia (OSA) is an optical lens and lens coating manufacturer and part of the Essilor brand family. Established 30 years ago, it has built up a strong reputation in the optical B2B space. The brand had not been reviewed since the early naughties, and felt out-of-step with OSA’s vision for the future.

Our Approach

Our creatives worked in close partnership with OSA’s brand manager to realign the brand to its core values and industry positioning as the friendly, fun and uncomplicated brand for a younger, more value-conscious generation. Of equal concern was generating buy-in and enthusiasm among their people and network of optometrists across Australia – creating brand champions. 

Simplicity, functionality, approachability and sustainability. These core tenets are reflected throughout the wide range of sales and advertising material we created for OSA.

• The simplicity of the logo and branding.

• The functionality of the user-friendly and updatable Quick Reference Guide and sales collateral.

• The approachable and fun tone-of-voice used on the website and 12-month social media campaign.

• The sustainability that was front-of-mind in all production decisions – maximising use of resources and minimising waste.

We built a comprehensive style guide to ensure clear and consistent use of OSA’s new brand identity and voice. A simple, sustainably designed resource kit gave the sales team a reason to celebrate OSA’s values with their optometrists, as well as providing a user-friendly showcase of their simplified range. Optometrists would have no excuse not to evangelise the benefits of OSA to their customers!

Our team designed a teaser animation (above). It’s aim was to re-energise the sales team and illustrate their important role the journey and ultimately the success of the OSA brand.

The Result

There’s a real sense of satisfaction to be gained from breathing new life and colour into a long-established brand. Especially when the feedback both from within the business and OSA’s client network has been so positive. And although OSA is seen as a secondary brand within the parent organisation, they have led the way in terms of B2B engagement and satisfaction by giving businesses tools that allow them to communicate and do their jobs better.