Matthews have been providing personalised eyecare to generations for New Zealanders since the 1950s. Over that time their brand and services have evolved markedly, and they came to us to reposition their brand to better reflect the needs of their customers and help leverage the collective strength and expertise of their practice network. Following an extensive internal and customer engagement programme, we updated their brand story to communicate the deep connection they have with the local communities they practice in, and the level of bespoke, personal care customers receive. The brand positioning work uncovered the key insight that Matthews customers are uniquely individual, with their own sense of style, who lead rich and varied lives. Our work extended to website design and build, digital marketing strategy and a full brand and marketing collateral refresh.
A core strategic framework underpinned our brand and positioning work, and central to this was customer journey mapping. We developed personas based on our engagement research to help guide the development of creative territories. This culminated in a customer-centric brand strategy that encapsulated Matthews' passion, expertise and personality and provided clarity, and purpose for the brand and web refresh projects.
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