Transitions shows it’s
‘Future Ready’ at Academy
The theme of Transitions Academy 2018 was Future Ready.
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 profes-
sional 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
36 OPTICAL PRISM | April 2018
Optical Prism at Transitions that
the rejuvenation of the brand includes
a new logo and strapline. Transitions will also be launching
new lens colours and fashion
enhancements, such as mirrors.
“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. 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 Train-
ing; 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.
“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, pro-
tection, convenience, we’re now going
to be talking about light intelligence,
hassle-free and everyday eyecare.”