OPSM has recently launched a new strategic brand platform and advertising campaign in Australia and New Zealand. The new brand story applied by OPSM is attempting to reconnect through brand storytelling with customers. The simple iconography and bright fun brand colours certainly do achieve this. The campaign celebrates ‘Eye Love‘ by portraying people in everyday settings “seeing what they love, and loving what they see”.
“OPSM cares for the vision needs of hundreds of people every day-it’s more than just selling glasses, its caring for the people behind them,” says Melinda Spencer, Vice President of Marketing for Luxottica, OPSM’s parent company.
“With that in mind, we decided to re-evaluate our brand story and reconnect with who we truly are as a brand.”
“The new brand story reminds our customers of the core values that OPSM has held since the launch of the brand. At OPSM, we care about more than just selling glasses. Care, service and quality really underpin everything that happens in our stores and this brand story really brings to life the passion and care of OPSM staff,” says Ms. Spencer.
The new OPSM design brings a fresh and contemporary feel to this type of design messaging and creates an overall design aesthetic which is quite appealing. From the simple logo lock-up, to the colored block design for the large format outdoor billboards, the entire brand roll-out looks very nice.
Developed by San Francisco based advertising agency Cutwater, this is definitely a fresh communication style for OPSM. As for the old logo you ask? Im not sure what the plan is, but OPSM have obviously shelved it for the moment on their homepage.
The new campaign ‘Loves Eyes’ did however stir some images in my mind of great design from the past. Either it was intended or not, a few great designers works popped into my head – Paul Rand’s ‘Eye Bee M’ and Milton Glaser and Bobby Zarem’s ‘I love New York’.