Negative perceptions can destroy a brand. That was The Pita Group’s challenge in rebranding United Optical. Armed with the company’s renewed commitment to eye health, the task became a new name, brand system and value story focused on a personalized approach, specialized medical care, advanced technology and education. With that, EyeFit was born, along with an internal and external campaign featuring traditional and digital strategies, shifting a positive brand experience to the customer.
After the new brand launch, during year two of the campaign, the company met their five-year sales goal.