Case Study


With a dream of providing high-quality, cost-effective eye care benefits, a group of optometrists founded VSP in September 1955. More than 60 years later, they offer world-class products and services to eye care professionals, employers, and more than 88 million members worldwide.

VSP selected The Blake Project to help them build a stronger emotional connection to those most important to their future.

With Hotspex, our emotional connection technology partner, we developed a unique process that is designed to build and activate a customers’ emotional connection to a brand.

We used this, the world’s most advanced emotional measurement technology to identify the emotional associations that maximize purchase behavior for VSP, ensuring that their integrated marketing communications are executed with relentless consistency across all touch points to drive growth and build brand equity.

Part of our process included emotional connection focus groups where we mapped emotional associations of customers as well as the senior leadership team, ensuring alignment from the inside-out.