Past OPTI-FREE materials had been almost entirely product-focused. We were able to inject a human element into the brand, making it warmer, friendlier, and ultimately, more human.
In the process of redoing the website, I also helped pitch and develop the functionality for an OPTI-FREE Rewards program, to help increase coupon use and mailing list opt-in.
We still wanted to differentiate OPTI-FREE from other contact lens solutions, but I worked to make that story less clinical and more approachable and understandable.
In enhancing the OPTI-FREE brand, we also wanted to highlight Alcon's role as the global leader in eye care. I created a new section of the site focused on Alcon as a company – their commitment to quality, product innovation, and helping restore and maintain eyesight throughout an entire lifetime.
Instead of focusing solely on product, we wanted to also highlight the benefits of contact lenses overall, and how they become part of a user's life, tying it all together so that users understood the importance of choosing the right contact lens solution.