CooperVision is well on its way to redefining its role in the contact lens industry—and charting a clear course for success. Despite offering a full range of high quality contact lenses, CooperVision was still thought of as a niche player—a provider of specialty lenses. Traditionally the organization focused its marketing efforts on Eye Care Professionals, but changing industry dynamics made building brand awareness and recognition with wearers, as well as practitioners, a necessity. Through our extensive analysis, Siegel+Gale determined that it was essential for CooperVision to shake up the status quo. We developed a "challenger" brand positioning that capitalizes on CooperVision's unique skills and approach to doing business. In keeping with the challenger ethos, a striking visual identity based on watercolors provides an original and unexpected departure from an industry awash in literal representations of water. CooperVision's new identity was met with resounding cheers from employees around the world, who were thrilled to have an identity that felt so right for the company's culture and capabilities. CooperVision is well on its way to redefining its role in the contact lens industry—and charting a clear course for success.