Brand Book – June 2019
Introduction . . . . . . . . . . . . . . . . . . . 02
Objective . . . . . . . . . . . . . . . . . . . . . . 04
Vision . . . . . . . . . . . . . . . . . . . . . . . . .06
Verbal Branding . . . . . . . . . . . . . . . 29
Headline Construct . . . . . . . . . . . .30
Tone . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Localization . . . . . . . . . . . . . . . . . . . . 34
French Translation . . . . . . . . . . . . .36
Price . . . . . . . . . . . . . . . . . . . . . . . . . .38
Customization . . . . . . . . . . . . . . . . .39
Summary . . . . . . . . . . . . . . . . . . . . . 85
Examples . . . . . . . . . . . . . . . . . . . . . .86
Do Nots . . . . . . . . . . . . . . . . . . . . . . .90
The Basics . . . . . . . . . . . . . . . . . . . . . 92
Contact . . . . . . . . . . . . . . . . . . . . . . . 94
Strategy . . . . . . . . . . . . . . . . . . . . . . 13
Business . . . . . . . . . . . . . . . . . . . . . . 14
Personas . . . . . . . . . . . . . . . . . . . . . . 16
Narrative . . . . . . . . . . . . . . . . . . . . . . 18
Pillars . . . . . . . . . . . . . . . . . . . . . . . . .20
Our Brand Personality . . . . . . . . . . 22
Framework . . . . . . . . . . . . . . . . . . . . 24
CSR . . . . . . . . . . . . . . . . . . . . . . . . . . .26
Visual Identity . . . . . . . . . . . . . . . . . 41
Logo and Symbol . . . . . . . . . . . . . .42
Logo and Headline Lock-up . . . . .44
The Circles . . . . . . . . . . . . . . . . . . . .48
Colour Palette . . . . . . . . . . . . . . . . . 58
Typography . . . . . . . . . . . . . . . . . . . .64
Photography . . . . . . . . . . . . . . . . . . .68
Product . . . . . . . . . . . . . . . . . . . . . . . 74
Contacts . . . . . . . . . . . . . . . . . . . . . . 78
Table of Contents
“ Love my new
frames. They
look sharp and
I couldn’t
be happier”
3
Introduction | Table of Contents
Building Brand
Awareness
Our Business Objective
Our new brand strategy and creative expression has
been developed to support our position as the leader
in our core markets . Our goal is to increase awareness
and demand for Clearly as both a brand and an online
retailer of eyewear, driving customer acquisition and
deeper engagement . This expands upon our ‘eyewear
for everyone’ strategy and our ability to offer products
across all price-points regardless of style or function .
clearly .ca
clearly .com .au
clearly .co .nz
5
Introduction | Objective
How we see
the world
Vision1
The Essence of Our Brand
Vision isn’t just numbers on a prescription .
It’s about finding your focus, being yourself
and discovering what matters to you .
Everything we do is to help our customers
be more successful in whatever they do .
Introduction | Vision
We Behave Responsibly
Like our customers, we take an active,
engaged role in the world around us .
We think about our business as a way
to make a positive impact in the world .
We Act Progressively
We’re a modern, forward-looking company . Vision
is bringing new ideas and innovations that make
buying eyewear online a rewarding, meaningful
and enjoyable experience .
We Celebrate Self-Expression
In our view, self-expression isn’t just what
you wear. It’s also a reflection of how you
see the world . We’re inspired by the unique
style and energy of our customers .
We Think Big
We have the resources and big-company
scale to raise the bar on innovation,
craftsmanship and design . We’re always
looking to delight and astound .
Strategy2
“ I buy from Clearly
because they align
with what I believe”
13
We believe that providing the widest range of eye care
solutions for our customers is key to their needs . Whether
that’s glasses or contacts, style or value . We are committed
to delivering the best quality of product with the level
of service that works for them . Here’s what people really
value about us .
Eyewear for
everyone
• Selection
• Availability
• Speed
• Service
Contacts
• Breadth
• Choice
• Quality
• Reputation
• Service
Glasses
15
14
Strategy | Business
Meet Frannie,
our fashionista
“ I’m on the move . I’m on the town .
I’m tearing it up at the office. I want
to build my life and look good doing
it . My style: Boho-chic, urban casual,
I like to go with the flow. For me, my
glasses say a lot about me so I want
a style that feels unique .”
Welcome Camille,
the freethinker
“ I’m comfortable with who I am . My fashion
is an expression of me, a painting that
changes with my mood . I love bright colours .
I rock the accessories; my glasses accent
my individualistic style . And share it – by the
moment – with all my besties .”
Our
favourite
people
Target Personas
Say hello to Brian,
a hardworking
everyday guy
“ I work hard for my money and I don’t spend
it easily . I typically keep things a long time,
so when I buy glasses I want them to be durable .
I want them to look good, but not at the expense
of quality . Affordability is of course important,
I have a family to support .”
And of course, Laura,
the outdoor lover
“ I love nature and being outdoors . The world
is a beautiful place if you look hard enough, it’s
pretty easy to see . I’ve worn contacts for most
of my life . I buy them online, but I’m always looking
to save a little money and make the re-ordering
process a little easier .”
Looking good Amani,
the stylish student
“ I’m rarely at home . I’m either working, at school,
or out with friends . I’ve worn contacts and glasses
since about 15 years old, but I wear glasses most
of the time – except when I’m playing sports
or doing active things . My contacts are dailies, not
sure the brand . I like glasses that are simple, with
a dash of style .”
17
16
Strategy | Personas
Why finding your
focus is our
headline story
Brand Narrative
Vision isn’t just numbers on a prescription. It’s about finding your
focus, being yourself and discovering what matters to you . It might
be exploring a new culture, volunteering, starting a business, being
an awesome parent or just doing something you’ve never done before .
At Clearly, we think that vision is a big part of self-expression and
personal style – it’s how we all explore what’s exciting and meaningful
in life . As a progressive eyewear company, we celebrate the people
who see a better world and are out there making it happen .
19
18
Strategy | Narrative