A Re-imagined Brand Opens Eyes
Public Relations Society of America Silver Anvil Recipient, 2018
Public Relations Society of America PRism Awards, Best of Show, 2018
American Marketing Association Pinnacle Awards, Special Event , 2018
From its modest beginnings as a three-person laboratory in 1988 to becoming one of the world’s top eye science institutions three decades later, the Centre for Contact Lens Research (CCLR) had evolved, yet its brand had not. Working with McDougall Communications over the course of several months, the organization was renamed the Centre for Ocular Research & Education (CORE).
Launching the new brand to the global ophthalmic community faced high expectations and tight timelines. The team zeroed in on reaching the profession's top researchers, industry executives and practitioners at the American Academy of Optometry's annual conference in Chicago, determined to engage thousands of attendees with a one-of-a-kind experience.
Over the course of three days, Academy '17 participants and Los Angeles-based artist John Park co-created a large-format mural that celebrated vision. The resulting work, titled Collected Insight, is now installed at CORE’s headquarters within the School of Optometry & Vision Science at the University of Waterloo, in Waterloo, Ontario, Canada.
Thanks to a robust strategic plan, creative focal point and frugal execution, the launch delivered almost immediate audience recognition, reputation gains and a 300 percent return on investment.