ABB New Brand Story & Campaign

ABB New Brand Story & Campaign - ABB Optical Group

ABB Optical Group is a leading provider of optical products, services and business solutions in the eye care industry. They operate through the three business pillars: ABB Contact Lens, ABB Labs and ABB Business Solutions, all of which are focused on the future of eye care professionals, ensuring that they succeed by making practices more efficient and helping providers effectively navigate market changes.

As ABB Optical Group evolved during the pandemic to address the changing needs of the eye care industry, they needed to develop a strategy to generate awareness around how their business solutions and support services can help practices succeed and grow, even during challenging times. To do so, Origo was engaged to craft a new brand story and campaign strategy that would re-introduce ABB to eye care professionals as their optimal partner to help their business prosper.

Services Provided
  • Marketing Research & Testing
  • Brand Strategy & Concepts
  • Positioning Strategy
  • Brand Guidelines
  • Collateral & Branded Materials
  • Internal Communication Strategy
  • User Experience (UX/UI)
  • Web Design & Development
  • Digital Advertising
  • Social Media Strategy
  • Print Advertising
  • Sales Strategy
  • Awareness Campaigns
  • Email Campaigns
  • Social Media Strategy
  • Copywriting & Messaging
  • Tradeshow Design & Strategy
  • Educational Campaigns & Tactics

From research exercises with the different levels of the ABB team, as well as external partners, Origo created a new campaign strategy to reflect ABB’s evolved story, evolve their messaging and communication strategy, and advance the way they connect with partners in 2021 and beyond.

After conducting concept development and testing exercises, Origo created the main brand story of Your Vision, Our Purpose. Origo then continued to develop the main positioning strategy and messaging guidelines to express the evolution of ABB. The new campaign was applied to ABB’s website, Ceros platform, email campaign and  templates, print and digital ads, and a social media strategy.

ABB launched their new brand campaign assets that upheld the evolved brand story in the company’s communications, redefining their company’s brand positioning when speaking to specific segmented audiences. This work excited the ABB team and educated their internal sales teams, current customers, and potential customers in new ways, increasing new business leads and overall awareness.

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