Synoptik has an eye for detail
As the lead agency for Synoptik, Brandhouse helped develop a completely new brand platform and a visual identity designed to strengthen Synoptik as a unified brand across the Nordic region. Going forward, Synoptik wants to appear consistent in both Denmark and Sweden.
To achieve this, we looked closely at the brand itself and created “An eye for detail” - a positioning that highlights Synoptik’s leading expertise within eye health and eyewear fashion.
Synoptik has an eye for detail
Synoptik aims to secure a strong position in the mid-high segment of the optical retail market in Denmark and Sweden. Customers in this segment seek expertise and brands with the right design expression.
As part of the new concept, we introduced a new brand payoff: An eye for detail. It captures both Synoptik’s strong clinical expertise and its focus on design.
The high attention to detail became the central element in the new visual identity and the overall communication concept.
Eye examinations and glasses in a new way
More visual tools ensures a dynamic expression and provides a simple way to communicate more complex messages such as “Eye examinations with health check” and as shown in this film “Glasses by subscription.”
The concept has been executed across all touchpoints, from physical stores and the website to emails and always-on communication across digital platforms.
“Denmark’s largest eye test”
To encourage more people to think about their eyesight, we created “Denmark’s largest eye test”. If people do not come to Synoptik, we must go to them.
The campaign was executed in television commercials, out-of-home media, print and online. We invited people to test themselves and in that way raise awareness of the possibility that they might need to visit an optician for an extended eye examination.
A clinical campaign with strong emotions
Synoptik is engaged in important research to help prevent serious eye diseases. Brandhouse was given the task of communicating the overall project and strengthening Synoptik’s role as an expert in the market by involving the target group emotionally.
Despite the serious subject, the campaign received very positive reactions and won two Silver awards at Creative Circle Award in 2023.
Results
Too many people live their lives with poor eyesight - without even realising it. Denmark’s largest eye test increased the number of booked eye tests by 59%.
Keep an eye out for Synoptik on the street. You might see something you haven’t seen before…
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