Luxottica
Vision In Practice
Disciplines
CONCEPT
CREATIVE & ART DIRECTION
PRODUCTION MANAGEMENT
DESIGN (PRINT, DIGITAL, WEB, SOCIAL, PACKAGING)
BRAND IDENTITY
As the world’s largest eyewear company expanded to meet the growing needs of an aging U.S. population, one critical element was in short supply — optometrists to practice within its national network of locations, including LensCrafters, Pearle Vision, Target Optical, and LensCrafters at Macy’s.
The challenge was not simply awareness, but perception. Many potential candidates viewed these opportunities as ‘mall-doc’ roles, transactional, retail-focused positions that lacked the clinical depth and patient care they were seeking. A clear repositioning was needed to reframe both the experience and the value of practicing within the Luxottica network.
The narrative needed shifting and With the infrastructure already in place to support a national sales and marketing effort, ‘Vision In Practice’ was born. A unifying platform, a more human, emotionally resonant theme that placed care, connection, and professional purpose at its centre.
This repositioning challenged outdated perceptions and reinforced a more authentic message: that quality of care and clinical integrity were not only present, but fundamental to the experience.
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Beautifully rich hand-rendered illustrations were created by illustrator Alex Fine to portray the personal time and attention given throughout Lux eye care. Terms that only optometrists would know were hidden amongst thousands of individual strokes as easter eggs to be found and suggest a shared deep and rich understanding of the profession.
The illustrations became the backbone of all the communications, and even printed on the sales kits that recruiters would take to career and college fairs. The poetic thematic and visual style continued with the doctors of Luxottica website, created for potential candidates to learn more, explore their best-suited path with the custom fit tool, and view open opportunities. A campaign video containing UGC of doctors delivering the mantra while animated strokes thread all the optometrists together saw our vision through.
The ‘Vision in Practice’ campaign helped supplement a massive increase in Eye Doctor employment . As Luxottica actively expanded the programs and opportunities for ODs to work within their framework prioritizing its "professional solutions" and "direct to consumer" staffing.