Client:
Vision Express
Project type:
In house
What was delivered:
Print & digital media
Vision Express
Project type:
In house
What was delivered:
Print & digital media
Vision Express positioned itself as a direct contrast to Specsavers, taking a more serious, professional approach with "Vision taken Seriously" distancing itself from humorous ads centered around poor eyesight.
When I joined in 2017, my role was to enhance the website, working on features like appointment booking and transforming the site into a full e-commerce platform offering glasses, sunglasses, and contact lenses. This digital evolution was key in improving the customer experience and driving sales.
Growing the client
As part of Dare, embedded within Vision Express, our goal was to seamlessly integrate with the internal team, delivering daily design needs while growing the account and team from within. Unlike a typical agency setup, we immersed ourselves in the brand, collaborating closely with various departments. While printed media was handled by another agency, we took on special projects, including Vision Express’s 30th Anniversary, further solidifying our presence and expanding our role within the company.
As a result of the work we were producing in-house, we began to take on larger campaign projects due to the speed and convenience of being directly embedded within Vision Express. The Varifocal campaign below was the first full print campaign that I led and completed from start to finish. This project marked a significant step in my growth within the company, showcasing my ability to manage and execute high-profile campaigns while adhering to brand guidelines.
Working Relationships
As our role within the business grew, we collaborated closely with the recruitment and HR teams to design a variety of materials, including job posters and informational leaflets. These projects allowed us to extend our creative capabilities into different areas of the business, ensuring consistent branding and messaging across all touchpoints while also supporting Vision Express's recruitment efforts. The increased integration within the company allowed us to respond quickly and efficiently to the business's evolving needs.
Core Changes
The website design and improvement was a major focus during my time at Vision Express. I worked on enhancing the site's content and functionality, collaborating with an external development team. We focused on improving mobile responsiveness, streamlining automated emails, and optimising content to support the company’s evolving online presence. This effort ensured a smoother user experience and helped Vision Express stay competitive as its digital platform grew. My role played a crucial part in ensuring the site met the needs of both customers and internal teams.
I loved the variety of projects I worked on during my time at Vision Express, such as the mailers we created following the acquisition of Tesco Opticians. These tasks allowed me to thrive while achieving Vision Express's goals as well as our agency's goals to grow the account. The dynamic range of work kept the role exciting, and I felt proud to contribute to both large campaigns and day-to-day operations, creating impactful designs that enhanced the brand's presence.
In addition to the main website, I was involved in designing a corporate portal for Vision Express's corporate offering and a dedicated careers website. These digital platforms further expanded the brand's online presence and supported the company's growth. The corporate portal helped communicate Vision Express's services to potential partners, while the careers site attracted top talent, aligning with the company's objectives of enhancing both its business and its employer brand.
