Seizing the day with ownable moments
Seizing the day with ownable moments
Optometry practices face a specific marketing challenge: patients choose their eye care provider based on trust, expertise, and experience — not price. Visionary Eye needed an optometry marketing campaign that communicated their meticulous attention to detail and exceptional warranty service in a way that was memorable, ownable, and built to perform across both physical and digital channels.
Here’s how we built it.
The optometry advertising brief
Suppose we had to name one thing that makes brands stand out. In that case, it’s the brand positioning and the ownable creative assets such as custom photography, illustrations, colors, and typography. Optometry center’s Visionary Eye needed to educate current and potential customers about their meticulous attention to detail and excellent warranty service.
After a discovery consultation and brainstorming, we aligned on creating an ad campaign of six key visual pieces to match the six unique value propositions.
Being a brick-and-mortar location, it was a no-brainer to produce physical posters to be framed around the practice. To amplify the campaign experience, the custom creative artwork was repurposed for digital, mainly display and social media ads.
Getting the combo right with positioning & photography
Our goal with this family-friendly advertising campaign was to create memorable posters, display ads, and social media ads, primarily fueled with ownable, custom photography and illustrations.
Collaborating with the client, headlines were written and married up with storyboards for custom images. Once the combo was clear, we sought talent to represent Visionary’s target audience, and the studio photoshoot was underway, which included wardrobe planning, hair and makeup, and various colored backdrops with a robust five-light setup to light the studio scenes.
Afterward, the final photos were lightly touched up, laid out with typography and hand-crafted illustrations, and finally printed in large format press-quality posters.
The result is several extra-large posters printed and framed throughout the practice and digital versions for both digital display and social media ads.
The results
The campaign became a permanent fixture of the Visionary Eye patient experience. Large-format posters are framed throughout the practices, greeting every patient who walks through the door — turning the waiting room and treatment areas into branded touchpoints that reinforce the practice’s commitment to quality and care.
The feedback from the client said it best: “Our patients love them — and so do we.”
That kind of response is what ownable creative produces. When a campaign is built around a brand’s specific values, specific people, and specific story, it doesn’t feel like marketing. It feels like the place.
