CooperVision | Sustainability

PROJECT OVERVIEW

Sustainability Refresh

This global sustainability refresh aligned CooperVision’s messaging and visuals under one unified, inspiring system.

I led the creative direction — establishing the full visual language used across global teams. Every detail was crafted to reflect the company's commitment to both people and planet.

Marketing Campaigns | Sustainability Campaign

Client: CooperVision
Role: Lead Designer, Visual Strategy, Toolkit Creator
Collaboration: Global Sustainability Stakeholders,
MarCom, Digital, PR & Agency Partners.
Focus Areas: Sustainability | Global Reach | Visual Storytelling

The Challenge

Translating a complex global sustainability strategy into a simple, story-driven visual system that could be easily adopted worldwide. The solution required:

• A regenerative visual framework

• Master hero imagery

• Initiative-specific visuals

• Full design toolkit covering all content types — while maintaining cultural relevance and brand alignment across diverse global markets.

The Creative Approach

Developed a highly intentional visual system that transformed
complex sustainability goals into engaging, meaningful design.

• The Commitment Wheel
  I designed a regenerative visual framework that distilled the company’s complex sustainability goals into a clear, visually balanced circular system, making their commitments easy to understand and communicate globally.
  

• Supporting Creative System

  • Hero images for key initiatives (e.g. Plastic Neutrality, Sunflower initiative)

  • Color standards and accent palettes

  • Typography treatments and title styles

  • Approved photography direction

  • Web graphics, icon sets, and tier-specific visuals

  • Watercolor accent system aligning to master brand identity

• Hero master visual
  Central image representing the full sustainability framework, localized into multiple languages.

  
  

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

  • Design with Intention — represented by 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 — represented by the ocean

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.

My Role

• Led creative direction for the full Sustainability 2024 visual refresh.

• Designed the regenerative framework and master hero visuals representing the company’s commitments.

• Provided creative direction and developed visual guidelines, including: approved imagery, typography, text treatments, and general design system.

• Collaborated with internal teams who provided messaging, claims, and web copy, ensuring visual coherence across all content.

• Directed partner agencies producing video, digital, hand-painted graphics, and additional content.

• Ensured brand consistency across global teams, achieving 87% adoption across regions. (remaining markets pending translations).

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.

The Global Sustainability Toolkit

The finalized toolkit empowers global teams to consistently apply the refreshed creative direction across all platforms — from digital channels to in-person engagements.

It includes:

• Visual guidelines

• Usage examples

• Web copy and claims

• Tone of voice and messaging frameworks

• Complete creative asset system for ongoing initiatives

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

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.

Phone

480.231.8249

Email

elsaoroz.designs@gmail.com

Let's create meaningful design together.

I help brands transform complex ideas into beautiful,
globally aligned visual experiences.