Marketing
Campaigns

Paragon CRT® | Medical Device

PROJECT OVERVIEW

Lifestyle Campaign

The Lifestyle Campaign was developed to reposition Paragon CRT® Ortho-K contact lenses beyond their traditional pediatric focus and into the world of active lifestyle adults. The campaign showcased the freedom and flexibility of waking up with clear vision—no daytime contacts or glasses—through vibrant, energetic visual storytelling tailored to various lifestyle segments.

Client: Paragon Vision Sciences

Role: Graphic Design, Concept Development

Category: Marketing Campaign | Medical Device

Focus: Active Lifestyle Adults | Contact Lenses | Global Reach

Marketing Campaigns | Lifestyle Campaign

This teaser video introduces a lifestyle campaign designed to inspire confidence and clarity in daily life. It highlights the ease of enjoying active moments — from fitness to water activities — without hesitation or visual compromise. The concept reinforces the brand’s commitment to enabling freedom of movement and worry-free vision.

The Challenge

Despite Ortho-K’s growing popularity in Myopia Management, most marketing targeted children and their parents. However, internal website analytics revealed that nearly 60% of “Find a Doctor” form submissions were adults seeking Ortho-K lenses for themselves.

This insight revealed a clear gap in the market and a need for fresh, adult-targeted visuals that reflected active lifestyles. The challenge was to create a completely new look and feel for the category, one that stood out from legacy creative and helped reposition the brand in the eyes of both eye care professionals and consumers.

Print Designs

Design Approach

I created a modular visual system rooted in the four elements—Water, Fire, Earth, and Air—to represent diverse adult lifestyles:

• Water: Surfer/water activities

• Fire: Social lifestyle, bold and expressive

• Earth: Rock climber, grounded and adventurous

• Air: Business professional, urban, sleek

• All Elements: A general creative merging lifestyles for broader appeal

This layered approach allowed us to target different personas, while keeping the overall campaign cohesive, fresh, and energetic. Bold imagery, movement, vibrant colors, and lifestyle photography were key components.

Role & Contributions

As the Lead Graphic Designer on this global campaign, I was responsible for bringing this campaign to life across every touchpoint:

• Concept development for the full campaign look and feel

• Visual storytelling across multiple lifestyle themes

• Designing all key materials:

  • Full Visual Identity for the lifestyle campaign

  • Booth Graphics for two major trade show events

  • Printed Brochures

  • Landing Pages and Digital Assets

  • Posters and Stand-up Banners for clinics and practitioner offices

  • Event Signage and promotional materials

  • Video Introduction

• Aligning design direction with marketing and product strategy

• Managing visual consistency across print and digital outputs

• Collaborating cross-functionally with the marketing team and external vendors

As the campaign evolved over time, a fresh set of brochures and posters were created specifically for the winter series. Together, these components not only enhanced the overall marketing strategy but also reflected an adaptive approach to meet the needs and interests of the community during the winter months.

Winter Lifestyle

CAMPAIGN LAUNCH:
GSLS Conference

The campaign was officially unveiled at the Global Specialty Lens Symposium (GSLS)—one of the most important industry trade show events. The booth became a visual magnet, anchored by a high-impact surfer backdrop that captured the essence of freedom, clarity, and vision without contact lenses during the day.

+10,400

BROCHURES ORDERED

MULTIPLE LANGUAGES

2 CONFERENCES

TRANSLATED INTO

FEATURED IN

Lifestyle Clubs

Lifestyle clubs were established to meet the demands of sales representatives seeking tailored selling materials for niche sports. These sell sheets were designed to cater to both adults and children who actively participate in specific sports, highlighting the unique features and benefits of Paragon CRT® lenses.