How Upside Route Helped Debz Optics Transform from "Just a Name" into a Customer Attracting Brand

Debz Optics had quality eyewear and a clear mission but no identity strong enough to carry them, so we built the strategy, the visual identity and two launch campaigns that gave the brand something customers could recognise, trust and remember.

2+ years | Founder’s search for the right creative partner

4 | Brand gaps identified in discovery

5 | Services delivered

2 | Customer-facing campaigns launched

A good product with a brand that had not yet caught up.

Debz Optics began with a simple promise, Smarter Vision for a Confident You, and it was built for people whose days are spent in front of screens, offering blue light protection glasses, prescription frames and sun shades designed to protect vision while building confidence. The products were good and the vision was clear, yet the business behind them looked smaller than it really was, because nothing about its identity expressed the value it delivered.

For more than two years, founder Deborah searched for a creative partner who could bring the brand to life, and during that time the business carried an inconsistent visual identity, limited recognition, low confidence in its marketing and an unclear picture in the minds of customers. By the time she came to Upside Route, it was clear that product quality had never been the problem, because what was holding the business back was the way people perceived it.

Selling confidence instead of frames.

In discovery we found a disconnect that shaped everything that followed, because Debz Optics was communicating what it sold, such as eyewear, protection, frames and products, while customers were looking for what those things would give them, which was confidence, reassurance, identity and transformation. That led us to the insight that guided the project, which is that people do not buy glasses first and buy confidence first, so the opportunity was to move Debz Optics from a product business to a confidence driven brand and not simply to redesign a logo.

We began with brand strategy, clarifying the positioning, messaging, personality, customer perception goals and brand culture, so that Deborah’s vision and the customer’s experience of the brand would match. From that foundation we built a complete visual identity covering the logo, colour palette, typography direction, identity applications and brand guidelines, all designed to communicate professionalism, trust and confidence.

A strong identity creates potential, but it takes activation to turn that potential into growth, so we developed two customer facing campaigns to put the new brand in front of people. The first, Love at First Sight, was a Valentine’s campaign that connected eyewear with confidence, attraction and self-expression, and it included campaign strategy, creative direction, content concepts and social media assets. The second, Price Meltdown, was a promotional campaign created to raise visibility, build urgency and encourage customers to act, and it included campaign strategy, sales messaging, advertising assets and creative materials.

“Upside Route is the company to go to if you want clarity for your business.”
Deborah, Founder, Debz Optics

A brand customers can see, trust and remember.

Debz Optics now has a recognisable brand presence that holds together across packaging, social media and campaigns, and its products no longer carry the story alone because the brand and the products now work together. Customers noticed the improvement in packaging, professionalism and overall presentation, and Deborah has grown more confident in presenting the business, promoting her products and engaging customers online.

In her own words, the identity has helped the business grow its customer base and reach more people, and there is a real pride that comes with placing the logo on the product and posting on Instagram. Debz Optics came to Upside Route looking for a logo, and it left with a brand that has clarity, confidence and direction, along with a foundation that can support sustainable growth.

Services delivered

Brand Strategy

Brand Identity Design

Brand Messaging

Campaign Strategy

Creative Direction

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