George & Matilda Eyecare is an Australian owned and operated optometry collective.
Partnering with local, independent optometrists, the brand offers complete optical solutions that suit both the prescription and lifestyle needs of their customers.
George & Matilda’s company vision is: “To create a business that will re-frame our category through our point of difference; warm and accessible service, stylish modern frames and progressive vision care.”
George & Matilda is a completely new player in the Australian optical industry. As such, they needed to build their brand and market presence from the ground up.
Business Copywriter was appointed to the project alongside webqem (web design and development) and Saatchi & Saatchi (creative).
Our focus was primarily on the website copy, working closely with webqem to produce content that aligned with the brand’s overall look and feel.
On the back of comprehensive brand development work undertaken by Saatchi & Saatchi, we set about writing copy that accurately reflected George & Matilda’s style, personality and tone of voice.
The theme of ‘small, personal and local’ was a key proposition, with the company wanting to be seen almost as an antidote to the faceless corporate brands. This meant we needed to write copy that was friendly and warm, yet still conveyed a sense of professionalism and modernity.
The approach also required us to convey the fact that George & Matilda is a lifestyle brand, solving not only prescription problems, but also offering a wide range of stylish and affordable frames. The key message was “we have the products to suit your lifestyle”.
A beautiful new website featuring strong, warm and engaging copy! Check it out here >>
Thank you to our fantastic digital agency partner webqem for bringing us in on this exciting new project for George & Matilda.