Vision Expo, the premier trade show for the optical industry, produced by RX Global, partnered with NJI to refresh its post-pandemic identity. The objective: create a more modern appearance, tone, and messaging that convey its mission, impact, and leadership as the industry’s top marketplace.

We delivered a bold, future-forward rebrand infused with energy and innovation. Drawing on insights from a rigorous rebrand process, we created a striking visual identity that aligned with Vision Expo’s evolution. The new branding—anchored by a visionary logo, contemporary gradients, and dynamic design elements—embodied the ambition and innovation at the conference’s core.

Guided by a comprehensive brand audit, competitive analysis, and stakeholder interviews, we built a logo and visual system that fused contemporary gradients, dynamic shapes, and visionary aesthetics to tell the Vision Expo story.

We introduced high-exposure photography, light leaks, and prismatic distortions to create a unique lens-inspired perspective. Recognizing the power of motion in modern branding, we produced animated assets, kinetic typography and logo animations, to extend the brand across digital channels. To empower the in-house team, we developed a concise “Brand at a Glance” resource, distilling complex guidelines into clear, actionable tools for consistent application.