In Barcelona there are many prestigious ophthalmology centers. The ICO (Institut Català d’Oftalmologia) was one of them. But its brand looked like many others: the ICR (Institut Català de la Retina), the IMO (Instituto de Microcirugía Ocular), the ICOF (Institut Clínic d’Oftalmologia)… This situation created confusion and a lack of distinction. Verte (to see you) is a unique name in the sector that highlights the doctor-patient relationship through a human and natural act. A name that brings freshness and differentiation to a market saturated with brands without identity.