INDUSTRY: Eye Care/Vision
AGENCY SERVICES: Branding and Design
Having recently opened more offices and with more new locations on the horizon, Performance Eyecare knew it was time for a brand update. The end result was dynamic branding unlike any other local eyecare provider.
Performance Eyecare, an independently owned eye care provider serving the St. Louis Metro, Illinois Metro East, and Columbia, MO., areas with nine locations. They carry exclusive brands of eye glasses and are committed to top notch customer service. They also prioritize using the latest technology to ensure exams are painless, thorough, and precise.
They needed to stand out from a larger competitor with deeper pockets and more locations.
Create a brand package that would help differentiate them from their competitors and be memorable, but that did not change their logo.
Performance Eyecare wanted to present themselves as the “Nordstrom of Eyecare.” A practice with a large selection of designer frames at reasonable prices with a focus on customer service. We defined this as ‘affordable luxury.’
Most of their competitors relied heavily on stock imagery of glasses. Or dated lifestyle images of people wearing glasses. We knew from the beginning that we wanted to take a different approach. Our goal was to create something that was memorable and unlike any other eyecare branding in the market.
We were inspired by the custom artwork our client features in his offices by Julie McNally. He discovered this this artist at the St. Louis Art Fair years ago and commissions paintings from McNally each time he opens a new office.
Afflecto’s solution was to incorporate artistic components into the branding. We wanted to avoid using boring stock imagery and cliché eyecare elements that anyone could use.
We went through several iterations before landing on our final approach. Different concepts were created using different paint strokes, styles, and textures. Some with and without photography. Our team finally decided to move forward with the ink concept. We liked that it gave the brand a colorful look and dynamic feel. It also allowed us to showcase our client’s exclusive lines of eyeglass frames.
The concept was bright and drew attention to the eyeglasses. It was completely different than anything Performance Eyecare’s competitors were doing. And they loved that! The final brand concept represented the notion that with better vision care you can see in higher definition and more vivid colors.
Developing a new brand? Or in need of a brand update? Afflecto loves to help our clients bring their vision to life. Our experienced team would love to talk to you about your business goals. Let’s chat! Contact Afflecto Media Marketing today.