ALLERGAN EYECARE brand positioning and expression

Allergan wanted a unified voice and a standalone brand to help set their eyecare team apart from competitors while telling a unique and compelling story to their customers. We developed a brand positioning statement coupled with a brand expression visualized through artifacts that were then codified in a detailed brand book.

DEVELOPING A BRAND NARRATIVE

We conducted a comprehensive competitive audit and quantitative patient and healthcare research to identify the white space for brand positioning and to connect with customers in a meaningful way. Territories were expressed through mood boards, then narrowed and developed into the final positioning statement and distinct supporting pillars.