Experience Next-Level Perception
ChromaPop Brand Identity
Project Overview
Smith’s ChromaPop lens technology is synonymous with color, clarity, and high definition optics. Its proprietary coatings have been so well received that they’ve integrated it across all of their products spanning multiple sports, activities and seasons. Yet the visual communications of the technology weren’t easily explained.
We sought out to help better articulate what ChromaPop actually does by repositioning it from how it works, to what it can do for you. People care less about the science of it all and want to know what it allows them to do. By shifting its positioning, we were able to redefine the brand identity to support that promise, and delivered a comprehensive identity system.
Year
2023
Client
Smith Optics
Role
Art Director
Contributors
Cinco Design: Steve Ebert, Lauren Sobolik, Hannah Stephens, Kelsey Malsom
Experience Next-Level Perception
ChromaPop Brand Identity
Project Overview
Smith’s ChromaPop lens technology is synonymous with color, clarity, and high definition optics. Its proprietary coatings have been so well received that they’ve integrated it across all of their products spanning multiple sports, activities and seasons. Yet the visual communications of the technology weren’t easily explained.
We sought out to help better articulate what ChromaPop actually does by repositioning it from how it works, to what it can do for you. People care less about the science of it all and want to know what it allows them to do. By shifting its positioning, we were able to redefine the brand identity to support that promise, and delivered a comprehensive identity system.
Year
2023
Client
Smith Optics
Role
Art Director
Contributors
Cinco Design: Steve Ebert, Lauren Sobolik, Hannah Stephens, Kelsey Malsom
goal
goal
Create distinction amongst a sea of same.
Create distinction amongst a sea of same.
From science to experience.
From science to experience.
style
Have it all
From classic metal frames to bio-based designs, all our timeless silhouettes look better with ChromaPop™. Available in a variety of tints that enhance any experience with surprising detail and vivid color.
performance
Vision becomes visionary
Through fine-tuned color and enhanced clarity, ChromaPop™ lens technology unlocks supercharged perception in the world’s most demanding conditions, delivering the awareness and instant detail recognition you need to face every challenge head on.
Lifestyle
Refresh your perspective
What’s it like to experience life in ChromaPop™? Clearly better. Step out of normal and into the feeling of a world reinvigorated by hyper-tuned color and clarity. Open your aperture to a whole new view.
Style
Have it all
From classic metal frames to bio-based designs, all our timeless silhouettes look better with ChromaPop™. Available in a variety of tints that enhance any experience with surprising detail and vivid color.
performance
Vision becomes visionary
Through fine-tuned color and enhanced clarity, ChromaPop™ lens technology unlocks supercharged perception in the world’s most demanding conditions, delivering the awareness and instant detail recognition you need to face every challenge head on.
Lifestyle
Refresh your perspective
What’s it like to experience life in ChromaPop™? Clearly better. Step out of normal and into the feeling of a world reinvigorated by hyper-tuned color and clarity. Open your aperture to a whole new view.
style
Have it all
From classic metal frames to bio-based designs, all our timeless silhouettes look better with ChromaPop™. Available in a variety of tints that enhance any experience with surprising detail and vivid color.
performance
Vision becomes visionary
Through fine-tuned color and enhanced clarity, ChromaPop™ lens technology unlocks supercharged perception in the world’s most demanding conditions, delivering the awareness and instant detail recognition you need to face every challenge head on.
Lifestyle
Refresh your perspective
What’s it like to experience life in ChromaPop™? Clearly better. Step out of normal and into the feeling of a world reinvigorated by hyper-tuned color and clarity. Open your aperture to a whole new view.
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