Checkland Kindleysides Launches The World's First Autofocal Eyewear

Jul. 07, 2021

Having started working with the entrepreneurs behind the brand at the patent stage, Checkland Kindleysides developed the complete brand and communications strategy, encompassing brand strategy; identity system; activation and all content creation to take Morrow to market. Aimed at the over 45 market, the resulting strategy responds to their desire for visual independence and individuality with a stylish, game-changing product. 

Inspired by the language of vision, Checkland Kindleysides has brought meaning and character to the brand name “Morrow”, expressing the sentiment that there’s always ‘Mor’ to see’. “MOR” flipped upside-down reads “ROW”, which is represented in the logo, directly mirroring how the eye sees and translates objects through the brain. The key brand colours are black and white; their opposition mimicking the switch in contrast from going from near to far vision and back again, instantly. 

The purchase journey, designed by Checkland Kindleysides, includes novel ways for customers to determine their eligibility for Autofocals using an online assessment tool.  After answering a set of questions, users receive their unique visionary profile and Autofocal score: a percentile to show them how much their vision can be improved. 

Those who choose to proceed are then visited at home by a Morrow-trained optometrist, who uses a toolkit, imagined by Checkland Kindleysides, to deliver a complete Autofocal experience and eye exam service. Activated lenses allow customers to experience the technology before ordering. If they choose to purchase, their pair is custom-built to their unique Autofocal prescription and comes with a 30-day money-back guarantee. 

Working in close partnership with Morrow, Checkland Kindleysides’ end-to-end brand experience encompassed

• Translating consumer profiling  
• Brand strategy and positioning 
• Brand communications  
• Brand identity systems 
• New product development 
• Segmentation and service design 
• Content creation for product, lifestyle and technology explainer films 
• Appointment toolkit design 
• Packaging and unboxing design 
• Consulting for UX&UI Design for e-commerce Morrow website