Bringing new clarity to a surgical vision power brand

Myopia (near-sightedness) is a modern epidemic, with today’s screen-based lives contributing to an 68% increase in the condition in just two decades. By 2050, it is estimated that 50% of the world’s adult population will be myopic.

Glasses can correct vision, but patients hate them. Contacts are more convenient but over time can damage the cornea and cause dry eye. STAAR Surgical’s EVO Collamer lenses promise permanent vision correction with none of the downsides of other surgical options, which remove part of the cornea. Passionbrand worked with the global team to develop a positioning to clarify and dramatise the benefits for surgeons and patients alike, rooted in the promise: A kinder way to visual freedom.