{"id":751,"date":"2025-09-01T01:59:00","date_gmt":"2025-09-01T01:59:00","guid":{"rendered":"http:\/\/www.designisstrategy.com\/work\/?p=751"},"modified":"2026-08-26T12:01:45","modified_gmt":"2026-08-26T12:01:45","slug":"true-to-life","status":"publish","type":"post","link":"https:\/\/www.designisstrategy.com\/work\/?p=751","title":{"rendered":"Evolving Olympus"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">CLIENT: OLYMPUS <br>PROJECT: MODERNIZE THE OLYMPUS BRAND <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We moved Olympus from \u201cthat camera company\u201d to a global leader in medical optics.We workshopped Olympus leadership to eventually reposition the brand, developing a unifying brand model and narrative under the line <em>True to Life<\/em>, then rolling it out across the U.S. divisions to eventual worldwide adoption and marketing. This new way of describing Olympus connected their legacy as a leader in photography and optics to the medical technology company they have become. <\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"852\" src=\"http:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/TTL-website-copy-1.gif\" alt=\"\" class=\"wp-image-772\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1002\" height=\"2560\" src=\"https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_1-scaled.jpg\" alt=\"\" class=\"wp-image-1270\" srcset=\"https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_1-scaled.jpg 1002w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_1-768x1963.jpg 768w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_1-601x1536.jpg 601w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_1-310x792.jpg 310w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_1-770x1968.jpg 770w\" sizes=\"auto, (max-width: 1002px) 100vw, 1002px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1976\" height=\"374\" src=\"https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-mission.png\" alt=\"\" class=\"wp-image-1273\" srcset=\"https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-mission.png 1976w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-mission-768x145.png 768w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-mission-1536x291.png 1536w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-mission-310x59.png 310w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-mission-770x146.png 770w\" sizes=\"auto, (max-width: 1976px) 100vw, 1976px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Olympus._True_to_Life.\" src=\"https:\/\/player.vimeo.com\/video\/280839113?dnt=1&amp;app_id=122963\" width=\"710\" height=\"399\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Stephanie._True_to_Life._True_To_Health.\" src=\"https:\/\/player.vimeo.com\/video\/280839293?dnt=1&amp;app_id=122963\" width=\"710\" height=\"399\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"703\" src=\"http:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Screen-Shot-2018-07-19-at-9.30.51-PM-960x703.png\" alt=\"\" class=\"wp-image-769\" srcset=\"https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Screen-Shot-2018-07-19-at-9.30.51-PM-960x703.png 960w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Screen-Shot-2018-07-19-at-9.30.51-PM-200x147.png 200w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Screen-Shot-2018-07-19-at-9.30.51-PM-620x454.png 620w, 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https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_2-770x1968.jpg 770w\" sizes=\"auto, (max-width: 1002px) 100vw, 1002px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1002\" height=\"2560\" src=\"https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_4-scaled.jpg\" alt=\"\" class=\"wp-image-1275\" srcset=\"https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_4-scaled.jpg 1002w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_4-768x1963.jpg 768w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_4-601x1536.jpg 601w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_4-310x792.jpg 310w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_4-770x1968.jpg 770w\" sizes=\"auto, (max-width: 1002px) 100vw, 1002px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1002\" height=\"2560\" src=\"https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_1-2-scaled.jpg\" alt=\"\" class=\"wp-image-1278\" srcset=\"https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_1-2-scaled.jpg 1002w, https:\/\/www.designisstrategy.com\/work\/wp-content\/uploads\/Olympus-TTL-Banners_052517_LowRes_Page_1-2-768x1963.jpg 768w, 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