Case Study: VSP Global


Company Story
Retail Division Story
Brand Story Films
Employee Advocacy Toolkit
Social Marketing Plan
60-Year Anniversary Film
60-Year Anniversary Book
Brand Story Workshops
Creative Brainstorming Sessions

"In a shockingly short amount of time, We First was able to grasp the extraordinarily complex components of our business model, accurately understand the stakeholders and sensitivities with each while effectively navigating the internal and external politics to not only help ensure buy-in, but alignment. Their ability to so quickly and accurately translate our corporate story into our corporate purpose was nothing less than remarkable. As one of my executives stated after presenting the information to our Chief Marketing Officer, “this passed the goose bump test.” We look forward to a long and beneficial relationship with the We First team."

Jill Novelo
Senior Manager, Corporate Communications
VSP Global


Define an overarching brand story for the $6 billion eye care provider that would allow its six business divisions to align, inspire employee advocacy, build doctor and patient satisfaction, and accelerate retail growth.


Each division of VSP is a large, separate and highly successful business; employees were struggling to understand the dynamics between corporate and division branding; and, new eyewear competitors were stealing market share.


We First created a singular brand story for VSP Global, collaborated on their new website development, developed a positioning for their Retail Division and provided employee training and marketing workshops to socialize the brand story.


VSP Global now has a singular brand story informing its internal and external communications, its 60-year anniversary, and its marketing departments across all six divisions of the company.