By Denis Langlois

More than 900 industry professionals from North and South America attended the 22nd annual Transitions Academy in Orlando, Fla.

The two-day, invitation-only event, themed Future Ready, featured professional development and product technology workshops as well as seminars by experts and educators on marketing and industry trends.

One of the highlights of Academy was the unveiling of Transitions Optical’s new global brand identity and refreshed consumer campaign.

Darragh O’Connor, Transitions’ vice-president of global marketing, told Optical Prism at Transitions that the rejuvenation of the brand includes a new logo and strapline.

“We’ve moved away from Transitions Adaptive Lenses to a fresh new logo which is going to be Transitions Light Intelligent Technology, which I’m super excited about,” he said.
“We’re still going to talk about what’s great about Transitions, but the big difference is we’re going to talk about it in a new and refreshing way. In the past where we talked about adaption, protection, convenience, we’re now going to be talking about light intelligence, hassle-free and everyday eyecare.”

Transitions will also be launching new lens colours and fashion enhancements, such as mirrors.

Also as Academy, the winners of the 2017 Transitions Innovation Awards were named. Winners were: Opto-Réseau of Quebec, Best in Marketing; Greiche & Scaff, Canada Retailer of the Year; 20/20 Visions, Best in Training; Costco Optical, US Retailer of the Year; Pacific Eye Care of Port Orchard was named Eyecare Practice of the Year; and Jennifer Lyerly, O.D., Triangle Visions Optometry, 2017 Transitions Brand Ambassador.