Versant Health: A new vision for the future of eye health
Daniel Johnston (Creative Director)
Andrea Lynch, Ellis Adin, Nicole Williams
Vision care is an essential — though often uncredited — part of total health. But there’s a newly formed company that’s rethinking the vision care landscape. The Superior Vision and Davis Vision combination introduced a new leader in managed vision benefits — one that brings together distinct legacies of premium service and value.
Lippincott was brought in to create a new, purpose-led brand platform and bring together the equities of Superior Vision and Davis Vision in a powerful way. The platform commits to keeping customers at the center of all they do, while looking ahead to the future. We then brought these commitments to life through design principles that guide the expression and experience of the brand.
We coined a name — Versant Health — that captures the organization’s dedication to an optimal health experience. “Versant” reflects the experience and conversational approach it brings to every interaction. It’s distinctive, but intuitive. The active “–ant” ending adds dynamism and flexibility. And the addition of “Health” grounds the organization in its industry while broadening the scope of traditional vision care.
We then created an identity system to help establish Versant Health and unify Superior Vision and David Vision as its market brands. We designed a powerful symbol to represent the organization’s shared vision and used it strategically to link all three brands. The symbol's radiating lines build into an abstract eye form to speak to the different perspectives and extensive impact of comprehensive care. A shared logotype treatment further unifies the family. In communications, brand linkages are created through a strategic endorsement system.
We further created a visual and verbal design system based on a unique character that brought together hard-hitting science and emotional benefits. The leading messages are bold and evocative. Ideas connect to the next idea. And with a set of unique verbal gestures, the Versant Health voice can remain true while flexing appropriately for different audiences and contexts.
The identity brings a clean and focused lens to the vision experience with linear graphics that weave visual and verbal elements together, telling a cohesive story spanning Versant Health’s areas of expertise. This visionary content design approach, elevates unexpected perspectives and connects human stories to a larger purpose.
Since the launch, we’ve continued to work closely with Versant Health’s team to fully operationalize the unified approach across a broad range of brand interactions. It’s through this process that Versant Health is proving itself as a new leader, redefining the impact of vision in overall health.