BASIC Re-Envisions Story Driven Web Experience with Visian ICL

Work Posted on — 03.28.2016

BASIC Re-Envisions Story Driven Web Experience with Visian ICL


Through brand strategy, design direction, and content creation, we worked with Visian ICL, to re-imagine a digital destination that truly educates and connects with consumers.


Visian ICL is a type of refractive procedure with a removable lens implant that helps correct visual impairments like myopia, giving patients the freedom to see the world without the hassles of contacts and glasses. As a direct competitor to Lasik and other eyesight correction procedures, we set out to increase awareness and desire for Visian ICL. Through brand strategy, design direction, and content creation, we re-imagined a digital destination that truly educates and connects with consumers through guided stories about the benefits of the Visian ICL procedure.

BASIC Re-Envisions Story Driven Web Experience Visian ICL Homepage Website Design

Our approach to this website was simple. We really wanted to create a digital experience that would take Visian from an untested surgery to a household brand name and common procedure in the consumer’s mind. To do this, we focused our goals on four primary tiers - awareness, education, brand persona, and connected experiences. Across these four primary tiers we also had to consider two consumer mindsets - people who came to the site to consider the procedure and those have decided to get the procedure who were there to compare ICL to other surgeries.

BASIC Re-Envisions Story Driven Web Experience with Visian ICL - Product Education Pages

Our overall thinking was brought together through a content strategy that takes users through a visual journey bringing them closer to important touch-points through immersive video content and interactive illustrations. To bring the entire digital experience together, we also helped re-establish a new set of brand guidelines, photography, and branded content that would work across Visian ICL as well as their parent company Staar Surgical.

We’re really excited to launch the new Visian ICL website experience. Check back as we release the full case study within the next few weeks.


About Visian ICL

The Visian ICL, also known as the Implantable Collamer® Lens, is a type of refractive procedure to help correct the most common visual problem, myopia. Simply put, Visian ICL is a removable lens implant that is an attractive alternative to LASIK and other refractive procedures.

About BASIC

BASIC is a San Diego-based brand strategy and digital design agency that helps brands deliver better experiences to their consumers. BASIC has built a solid reputation for using design to connect brands and people through the things they love... products, services, experiences and stories. With a growing client list of world-class brands and as a frequent partner to other high-caliber creative agencies, BASIC specializes in strategy driven and design-led brand communications and digital innovation. BASIC has earned Webby Award Honoree recognition within Best Practices, e-Commerce and Best Web Application/Services categories