CooperVision | Sustainability

PROJECT OVERVIEW

Sustainability Refresh

This Sustainability 2024 refresh toolkit was created to align the company’s global sustainability messaging and visuals under one cohesive, inspiring visual system.
I led the creative direction, establishing the look and feel to be used by CooperVision's teams worldwide. From hero imagery to visual guidelines, every detail was carefully crafted to reflect the commitment to the people + planet .

Marketing Campaigns | Sustainability Campaign

Client: CooperVision
Role: Lead Designer, Visual Strategy, Toolkit Creator
Collaboration: Sustainability stakeholders,
Global MarCom, Digital, PR & Agency teams
Focus: Sustainability | Global Reach

The Challenge

The main challenge was translating a complex, global sustainability strategy into a cohesive, visually engaging system that could be adopted globally. This required creating a unifying visual language — including a regenerative framework, master hero image, initiative-specific visuals, and a full design toolkit — while aligning with multiple stakeholders to ensure cultural relevance and brand consistency. From imagery to typography, tone, claims, and global messaging, every piece had to work together seamlessly to reflect the company’s sustainability commitments in a meaningful, actionable way.

Creative Approach

I developed a visual system that translated complex sustainability goals into meaningful, story-driven design, such as:

• Regenerative framework with the company's commitments on sustainability, with People + Planet at heart.

• Plastic Neutrality and Sunflower initiative hero images aligning with master brand

• Approved photography selection & color standards

• Typography guidelines, stylized headline treatments, and text overlays

• Watercolor accents to connect back to the master brand

• Web graphics, icons, and tier-specific visuals

The creative system was intentionally designed to be flexible and adaptable across global regions while upholding a strong, unified visual narrative that reinforces brand consistency.

• Hero master visual creation with strong rationale behind every element (translated into multiple languages).

• Typography & title treatments

• The visual system for the sustainability commitments is rooted in five pillars with a meaningful abstract approach:

  • Design with Intention – represented with contact lens blisters

  • Powered by People – portrayed with a thumb print created by trees

  • Source Responsibly – represented by a sunflower

  • Recover + Repurpose – shown through recycled plastic pellets

  • Offset our Possible Impact – visualized by the ocean

The Commitment Wheel

Developing the regenerative framework required strategic alignment to ensure each commitment was clearly communicated and visually supported.

Design Lead &
Creative Contributions

I led the creative direction for CooperVision’s global Sustainability 2024 refresh, shaping a cohesive visual system that aligned with both brand and sustainability goals. This included developing the master hero image, initiative-specific visuals (such as the Sunflower for “Source Responsibly”), and building out a flexible regenerative framework. I created supporting visual assets, defined primary and accent color systems, and designed a comprehensive toolkit with clear guidelines for global teams — covering typography, messaging, claims, web copy, and tone.

Oversaw alignment of visual and messaging elements across regions and creatively directed external agencies producing videos, web content, and more. Achieved 87% global adoption (with remaining markets pending translation and approval).

Results

GLOBAL ADOPTION

Toolkit adopted ≈90% company-wide

Increased clarity and visual consistency in sustainability messaging

Cross-functional collaboration between Sustainability, MarCom, PR, Digital, Regional teams & agency

CONSISTENCY

COLLABORATION

The toolkit is now used globally by internal and external-facing teams. It has improved consistency in sustainability messaging, made complex data more visually digestible, and served as a flexible system adopted across platforms.

Visual System by Initiatives

The initiatives are how the sustainability commitments are actioned.

This section showcases the key visual elements created for each sustainability initiative — including hero images, primary and accent colors, and supporting graphics. For example, “Reducing Carbon Emissions” falls under the Source Responsibly pillar, represented by a sunflower — a symbol of regeneration and thoughtful sourcing.

Each visual was designed to seamlessly connect back to the overarching master hero image, ensuring consistency, cohesion, and a unified global narrative.

PLASTIC NEUTRALITY

A plastic neutrality certificate template was created to recognize the impact an individual doctors office, or an aggregate of accounts has towards their plastic neutrality efforts.

Sunflower compositions
A library of deconstructed sunflower elements including sunflower heads, different blooming stages, leafs, stems and bees, are available for users to construct in endless configurations. Sunflowers were hand-painted by the artist who created the CooperVision logo watermark.

SOURCE RESPONSIBLY

Global Sustainability Toolkit

The Sustainability 2024 Toolkit was designed to bring consistency and clarity to how CooperVision communicates its sustainability story across regions. It includes visual guidelines, usage examples, tone of voice, web copy, claims, and messaging — all built around the refreshed creative direction.

From master hero imagery to initiative-specific assets, the toolkit equips global teams with everything they need to confidently apply the new visual system while staying aligned with the brand’s sustainability commitments.

This was a passion project for me—one that merged my visual storytelling skills with my personal values around sustainability and planet care. I’m proud of how each element tells a story and how the toolkit empowers teams to communicate sustainability with purpose and impact.