ABB New Brand, Marketing, & Website Strategy

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.

To help ABB Optical Group enter into the next chapter of growth, Origo created a new brand strategy to help further their position as a leading partner to eye care professionals, not only through optimal contact lens distribution, but through innovative business solutions and services.

Services Provided
  • Marketing Research & Testing
  • Brand Strategy & Concepts
  • Positioning Strategy
  • Messaging Strategy & Guidelines
  • Brand Guidelines
  • Collateral & Branded Materials
  • Internal Communication Strategy
  • Digital Advertising
  • Social Media Strategy
  • Web Design & Development
  • 2D & 3D Animation
  • Video Production & Editing
  • Media Planning & Buying
  • Sales Strategy
  • Awareness Campaigns
  • Email Campaigns
  • Direct Marketing
  • Explainer Videos
  • Event Marketing
  • Tradeshow Design & Strategy

A leading supplier of name-brand contact lenses, ABB Optical Group partnered with Origo to launch a new brand strategy for their organization to better advance the way they communicate with their different audiences, specifically independent eye care professionals (IECPs).

Origo utilized existing research to create concepts for the new brand launch of ABB Optical Group with the goal to position the company as a leading contact lens distributor for their partners, as well as a leading partner in business solutions, technologies, and overall support to help IECPs advance their operation and patient satisfaction.

After testing the brand concepts, Origo created a final recommendation for the company’s new tagline Put Your Future in Focus, which helped generate awareness around the business solutions and support services of ABB’s new organizational structure that includes ABB Contact Lens, ABB Labs, and ABB Business Solutions.

To help guide the development of future materials, Origo developed a brand map and positioning statements to define the guiding principles and messaging strategies that determine how the eye care community will perceive the brand.

Upon finalizing their new brand strategy, Origo created a mission video to tell their new story, as well as a video to outline the value of their distribution channels and business solutions. We also developed sub-videos for the business divisions of ABB, as well as captured custom photography to create authenticity for the brand.

Origo then utilized the new brand strategy to develop a new website experience, as well as sub-campaigns and sales tools for their different products, services, and divisions, helping their sales force create a major launch at the Vision Expo West Conference in Las Vegas, where ABB’s new chapter of growth was showcased through a 20′ x 60′ booth with different graphics, messaging, and strategies created by Origo. The brand was met with great reception, generating a successful strategy that laid the groundwork for ABB’s growth in the future.

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