The Challenge
As the world’s second largest vision care company, HOYA needed to strengthen its position against the category leader. The brand was fragmented across markets, lacking a centralized platform that could unify communications and create meaningful differentiation in a highly competitive industry.

The Solution
The brand platform For the Visionaries celebrated independent optometrists and elevated their expertise through a simple, powerful design system that could be implemented across HOYA’s presence in more than 50 countries. Rooted in the pillars of care, knowledge, and foresight, the versatile visual and verbal identity connected directly to optometrist symbolism, allowing local markets to adapt while maintaining a unified global brand voice and distinctive positioning.


As Creative Director, I was instrumental in reshaping HOYA into a globally centralized brand. I guided the development of the full visual language and design system, spanning integrated B2B, B2BC, and B2C communications, digital and sales tools, and product campaigns across film, social, and digital.

The platform extended into loyalty programs, service blueprinting, experience design, and both internal and external communication systems, ensuring coherence from product launches to everyday brand interactions. This comprehensive refresh unified HOYA’s identity worldwide and positioned the company as a champion for visionary eye care professionals, strengthening its competitive stance and deepening its relationships with independent optometrists.

Team: Fabian Hupfauf, Alta Rezazadeh, and Amy Alter