Varilux Web Site

Responsive brand site supporting the consumer launch of Varilux Progressive Lenses.

Essilor came to us to help launch their advanced Varilux progressive lenses as a consumer brand, shifting the focus from eye care professionals to speak primarily to progressive lenses wearers themselves.

Faced with an outdated site focused on the wrong audience and built on an aging development platform, a complete reboot and redesign was in order. Beginning with consumer research, we uncovered insights which led to a new content strategy and an entirely new responsive site design developed on the Adobe Experience Manager platform.

As creative lead on the redesign, I forged a trusted relationship with the client and guided a team of art directors, designers, UX designers, copywriters and developers to help Essilor reinvent and reinvigorate this industry-leading brand.

Role: creative direction, design direction, content strategy

Copyright 2015, Aaron Cacali