Silmäasema offers all vision and eye health products and services. The chain consists of more than 130 stores and 13 eye hospitals around Finland.

Opportunity.

Silmäasema offers all vision and eye health products and services. The chain consists of more than 130 stores and 13 eye hospitals around Finland.

Silmäasema had merged its retail business with an eye doctor chain, and as a result the company faced the challenge of how to craft a strategy that would allow the company to create a unified brand with scale benefits.

We set out for an extensive research phase in order to discover how people buy eye ware, and how they buy eye doctor service. The result we found were eye opening, to say the least.

Creation.

We teamed up with the management team and worked closely with the CEO of Silmäasema for around 5 months in order to discover key insights, from internal strengths and issues to consumer insights.

The big opportunity for Silmäasema was to differentiate themselves in a fierce market by providing value beyond the products they sold. We created a new strategy that aimed at positioning Silmäasema as a brand that provided a higher quality of life, not just better sight. The new concept included sight, looks, health and wellbeing.

After six months of research, insights- and opportunity exploration, a new strategy was approved by the board. We followed this by re-designing a complete visual identity system, from logos, fonts, colours and the whole deal. This work was followed by cultural work. The whole rebranding lasted for 12 months.

More Work.