CASE STUDY:
MIDDLEBURY EYE ASSOCIATES

Logo for Middlebury Eye Associates Inc., an eyecare medical office based in Middlebury, Addison County, VT. They are website design clients of Wonder Web Creative.

Project Description

Brand strategy, brand identity and a new website for an optometrist office that recently changed ownership.

A person holding up a pair of glasses with a scenic mountain lake view through the lenses, outdoors during sunset or sunrise.

About the company:

Middlebury Eye Associates is a collaborative group of optometrists specializing serving the greater Middlebury area in central Vermont. It has been in business for more than two decades, but the ownership has recently changed to a younger, energetic group of optometrists.

A smiling woman with short gray hair, wearing glasses, orange heart-shaped earrings, and a colorful floral blouse outdoors on a sunny day.

The problem:

The old site was extremely dated and was only ever updated bit by bit, with no real strategy or thoughtful planning behind it. The company’s branding was borrowed from the physical sign that had been hanging outside for decades. The new owners wanted to maintain some of the local, Vermont vibes that their brand had taken on, but they were well aware that they needed a style upgrade.

The solution:

The bright side of having an obviously outdated website is that it was essentially a blank canvas to completely reimagine their brand identity. We were able to maintain the “Vermonty” feel by incorporating greens and autumnal colors. The team was open to doing a new photo shoot incorporating local scenery that helped build out the visual profile. And we were able to update the sign logo to match with their new visual identity.  

Flowchart showing the user experience on Middlebury Eye Associates' website. Wonder does this to make sure the websites they design are easy to navigate and users can easily find what they're looking for.

USER FLOW

CUSTOM ICONS

Stylized icon of white glasses on a black circular background.
Icon of a contact lens case labeled 'L' and 'R' on a dark background.
A graphic of an eye inside a targeting scope symbol on a black background.
Sample display of fonts including Playfair Display and Sofia Pro, with alphabet samples and sample text.

TYPOGRAPHY

COLOR PALETTE

Color palette with four circles in cream, rust, green, and black.

MOODBOARD

Collage of images including a smiling elderly woman with glasses using a smartphone, a hand holding glasses overlooking a mountain landscape, colorful autumn trees, a display of various glasses, a woman with glasses and a face mask, an old wooden covered bridge, and a mountain with fall foliage.
Eye chart icon with rows of letters decreasing in size, used for vision tests.
Icon graphic of a woman holding a baby

Brand Values & Attributes:

Community, Friendly, Simplicity, Nature