Did you know that a single eye exam can detect over 35 different diseases? Vision care is an essential — though often uncredited — part of total health. But there’s a newly formed company that’s rethinking the landscape.
A shared mission
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. With this newly unified organization, we developed a purpose-led brand that advances vision care as an essential part of total health.
We created a brand platform that brought the equities of Superior Vision and Davis Vision together 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.
A name that resists categorization
We coined a name that captures the organization’s dedication to an optimal health experience. “Versant” reflects the experience and conversational approach they bring 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.
Bridging science and simplicity
We created an identity system that would help establish Versant Health and unify Davis Vision and Superior 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 — across everything from client presentations, to member communications, to high profile LPGA sponsorship.
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.
Introducing Versant Health to the world
Leading up to the company-wide reveal of the new brand, we created a video, “Welcome to Versant Health,” to showcase the successful union of Superior Vision and Davis Vision. Kirk Rothrock, the CEO of Versant Health, presented this video to employees and key stakeholders, which is now featured on the website.
“It’s our mission that unites us. The logo, name, and brand identity are visual cues to us and to our members, clients, brokers and providers to demonstrate our unity, our one common vision and mission.”
— Kirk Rothrock, CEO
Putting the vision in action
Of course, a transformative brand platform, a meaningful name, and a dynamic visual and verbal design system don’t mean much if they aren’t put into action effectively. 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.