To immerse customers in our way of thinking about vision and make them realise how important it is. At the same time, to show the breadth and scope of our new positioning, and therefore to take many different approaches to the idea in copy and design while maintaining consistency.

To demonstrate the scope of 'Vision. Taken seriously' we used a breadth of different styles across photography, illustration and design. Each spread was unique and surprising, but we maintained some consistency by restricting ourselves to five fonts and a recurring limited neutral colour palette. The book was also made with the same proportions as the human field of vision, which allowed for great panoramic imagery.

For the first time ever, a high street optician has a brand book in every branch.