B.I.G. VISION™ FOR ALL

The future of personalised spectacle lenses

The introduction of Rodenstock’s new lens technology revolutionised the industry, but the positioning did not reflect its value proposition. In collaboration with Rodenstock, supported by thorough internal and external analysis, we crafted “B.I.G. VISION™ FOR ALL”. The concept enabled Rodenstock to communicate both an updated corporate philosophy and a new product category: Biometric Intelligent Glasses, or B.I.G.

How it began

A one-of-a-kind lens technology

Introducing advanced technologies like the DNEye® Scanner and DNEye® PRO, Rodenstock aimed to build on its legacy of innovation in ophthalmic lenses. Even with the most advanced products on the market, Rodenstock faced a challenge in effectively communicating their value proposition to opticians and spectacle wearers. To address this, the task was to develop a clearer, more comprehensive communication strategy through a repositioning project.

Developing the solution

A unique concept development process

Fully understanding Rodenstock’s technical innovations meant digging deep. Collaborating closely with internal stakeholders, we took a forensic look at expert and customer interviews, academic articles and scientific studies.

Two unique story directions were developed: ‘Brain Vision’ and ‘B.I.G.™ VISION – Biometric Intelligent Glasses’.

Together with Rodenstock, we developed a comprehensive survey following our unique testing philosophy of gathering inputs from both internal and external perspectives. In total, we collected answers from 3,865 individuals across three key markets: Germany, Italy and the UK. The sample included around 650 Rodenstock employees, 200 opticians and other B2B customers, and 3,000 spectacle wearers.

In the survey, we tested the story directions along with possible core messages, corporate concepts, market trends and visual identities.

The outcome

The optimal brand position

The survey revealed the internal and external brand perception and helped us identify the most valuable market segments and buying behaviours of both opticians and consumers. Using these insights, we developed strategic recommendations centred around a powerful, integrated communication concept: “B.I.G. VISION™ FOR ALL”.

Whilst developed and executed amid the tumultuous pandemic, the Rodenstock repositioning project still proved a huge success. Our collaboration helped Rodenstock recover from ten years of low growth to a strong growth rate between five and ten percent. The brand could differentiate itself with a unique story and a new product category, emerging from the crisis stronger than most of its competitors.