Marlo: I'm Marlo and I Care — Ken Mason III

Meet Marlo

The contact lens ordering experience patients expect from online retailers – offered within an eye doctor’s practice. Patients get contact lenses delivered to their door, and doctors stay at the center of it all.

Marlo approached Iris to develop a campaign that’s as refreshingly simple as the product.

When you look at the competitors (1-800-CONTACTS, Hubble, Johnson & Johnson), you’ll see a lot of the same: bad puns and really big, beautiful eyes.

While Marlo had some existing brand basics (color palette, logo), it deserved memorable messaging and a distinct look and feel for this campaign to turn heads.

As a B2B and B2C brand, Marlo uses color to distinguish audiences in communications. Green represents a patient environment while blue represents the eye care practitioner.

A secondary coral from the Marlo palette links the two environments. To further build brand equity within photography, circular props are used to complement the umlaut in the Marlo identity.

To train and enable the sales force, an interactive sales tool was developed to introduce potential customers to Marlo in a simple, engaging and informative way.

A comprehensive set of interactive brand guidelines were developed to ensure optimal consistency and flexibility.

Drawing more inspiration from the umlaut, ‘Marlo Minis’ were introduced in training materials as trusted companions to guide eye doctors and their staff through the many features and patient benefits of MARLO.