Barcelona – One look at its cover and onFocus appears to be another indie magazine, but a quick look at the content and it becomes clear: this is not a magazine, but an optician’s catalogue.
The magazine was part of Spanish creative agency Usted’s brand repositioning for Prats, a national optician brand in Spain. ‘The concept we created for Prats is Focusing on You,’ says Marc Torrell, founder of Usted. ‘They were looking for a more human approach, not as technical as the rest of their competitors have.’
Usted reached out to another Spanish agency, Querida, to collaborate on creating the magazine as part of the larger campaign. Usted interviewed different people about their lives, their lifestyle, all through the theme of vision and connecting it to the Prats products they use. Combined with photography by Coke Bartrina, the result is a clean, minimalist, well-designed magazine that looks anything but branded content.
Opticians are increasingly borrowing cues from other sectors, creating more design-led spaces and products to appeal to consumers. For more, see our Perfect Vision microtrend.