With people's eyesight at stake, this brand consolidation and shift in content strategy provided powerful industry tools and awareness to help reduce eye injuries in the workplace.
PSG (Prescription Safety Glasses) is the leading manufacturer and distributor of prescription safety eyewear and part of the Essilor brand family. With so many industries affected by workplace eye injuries, PSG sought our help to consolidate its brand and provide vital communication materials to broaden its reach.
Our Approach
It was PSG's Founder, John Moore, who successfully campaigned for an Industry Standard in occupation-specific safety glasses. With such strong founding principles, and driven by a cause to help prevent eye injuries in the workplace, we recommended that PSG strategically reposition its visual identity and content to champion its purpose through solutions.
Content strategy played a critical role in the brand consolidation. After a review of PSG's marketing materials and available research, we switched the primary messaging focus from product-related to evidence-based solutions. Backed by data, PSG's new communications demonstrate how and why prescription safety eyewear plays a critical role in organisations' safety strategies.
Although PSG has a strong reputation in the mining and construction sectors, data revealed that eye injuries are common in other industries. To promote PSG in a breadth of sectors, we created industry-specific fact sheets for aerospace, packaging, transport, utilities, pharmaceuticals and oil and gas, among others. PSG's toolbox of communication materials now includes:
A safety awareness campaign aimed at optometrists and corporates that highlights the importance of certified safety eyewear through facts and statistics.
PSG general, industry-specific and new product fact sheets
Targeted emails for HR and procurement teams of large organisations
A monthly e-newsletter that keeps eyecare professionals up to date with PSG’s offerings
Workplace Eye Safety White Papers for industry, media and salesforce use
Social media campaign for PSG's network of optometrists
On-going eye safety content in conjunction with industry experts and researchers on eye injuries and their prevention.
Campaign Elements:
Strategy and Planning
Creative Direction
Art Direction
Copywriting
The Result
It's not often that we get to be part of a team dedicated to making a real difference to workplace safety and people's lives. We feel an immense sense of satisfaction and pride in creating visual and written work that contributes to PSGs business and it’s mission.
We were invited to present the new branding at PSG's annual sales conference and were delighted to receive such positive feedback. Today, we continue to use thought leadership and continuity of design to ensure PSG extends its leadership gap in the market and receives high brand recognition and advocacy.