Well regarded for their tailored programs and subscriber-centric vision care services, Block Vision was facing competitive pressure in its efforts to increase market inroads on a national scale. While known throughout the industry, the brand was not garnering the awareness and attention it needed to increase clients and fulfill its growth goals.
Along with its affiliate company Vision Insurance Plans of America (VIPA) the messaging and communications efforts were more reflective of past iterations of the brand. To be aggressively competitive and present their industry-leading programs in the most effective ways, an overarching brand reset was needed for these ready-to-grow corporate siblings.
Central to the near-total brand renovation was a refresh of logos. A new graphic identity system was developed that is maintained through a comprehensive brand standard guide for Block Vision and VIPA. Messaging was laser-focused (pun intended) on prospects and clients, letting them know they were the first priority of Block Vision.
Tools, methodologies, and components of the Brand Leadership Solution® called upon to complete the transformation, included:
DISCOVER
DEFINE
DIFFERENTIATE
DEPLOY
Both Block Vision and VIPA saw both a rise in industry awareness and an increase in prospect inquiries following the implementation of the multi-pronged marketing program.
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