Client:
Vision Express
Project type:
In-house
What was delivered:
Digital design
Print media
Vision Express
Project type:
In-house
What was delivered:
Digital design
Print media
I joined Vision Express in 2017 as senior digital designer with Dare, a London-based agency with a unique model of embedding teams directly into clients' offices.
This allowed us to handle day-to-day design needs while having full agency support for other projects. My initial focus was on website development in collaboration with the E-commerce team. My contributions were instrumental in securing a direct position with Vision Express, where I was tasked with creating high-quality assets with integrated in-house design capabilities within the marketing team, reducing dependence on external agencies and streamlining processes.
Complete In-House Design
Progressing my career to lead designer and brand guardian, I expanded the Vision Express team by mentoring a junior designer through targeted training, ongoing support, and constructive feedback. Together, we delivered on all aspects of Vision Express marketing channels, producing cohesive, impactful assets across print, digital, and in-store campaigns.
The Eyecare Plan
The Eyecare Plan is a strategic Vision Express campaign, allowing customers to pay monthly for two pairs of glasses with added subscription benefits. This initiative highlights the strength of the in-house design team, which provided full support across store point-of-sale materials, digital screens, and leaflets. The campaign also extended across digital channels, including website banners, dedicated pages, social media, email marketing, and customer letters—demonstrating a fully integrated, consistent approach to promoting Vision Express’s services.
Efficient Design
At Vision Express, I worked within a fast-paced retail environment, designing campaigns that positioned the brand as the best choice for eye health and designer eyewear. The following examples showcase the work completed since September 2023, all created in the new brand style. This work supported the company's service offerings and contributed to a seamless, consistent customer experience across all marketing channels.
New Brand Universe
As part of EssilorLuxottica we were part of an exciting brand universe. In house we rolled out campaigns to promote these working with the EssilorLuxottica global brand assests and guidelines to create the required POS sizes across nearly 600 stores as well as create webpages and localise video assets and digital screens at pace.
In-Store Activation
Beyond campaign creation, we handled in-store messaging and navigation, such as branded plaques and directional signage. A standout project was the price navigation system, requiring extensive collaboration with multiple departments to ensure accurate pricing and section information. This design remains a foundational part of store displays, with adaptable features like service-promoting oversticker sections that align with the latest branding. This approach extended the longevity of printed POS materials while allowing updates to reflect evolving offerings.
Supporting Internal Communications and Recruitment
I also contributed to internal communications, including designing annual reports such as the Gender Pay Gap document, and supported recruitment initiatives. This involved creating materials to promote job opportunities both in-store and at job fairs, targeting schools and universities to attract new talent. These efforts helped reinforce Vision Express’s commitment to transparency and workplace inclusivity, while effectively showcasing opportunities within the company to potential candidates.
