Case Study: The College of Optometrists revitalises its brand with True North

The College of Optometrists modernizes its brand strategy with True North

The College of Optometrists, the UK's leading professional body for optometrists, faced a changing landscape with evolving regulations and increasing competition. To strengthen its position, it engaged True North for a refreshed brand strategy to better resonate with its members and align with the profession's future.

True North helped the College shift its focus from merely qualifying optometrists to championing excellence in eyecare. Research revealed members valued a connection to their history, so True North made this heritage central with a new, hand-crafted representation of the College’s heraldic achievement. The vendor also rationalized the brand architecture to ensure greater coherence and unify the College's various initiatives.

The College of Optometrists