Project Description
Brand strategy, brand identity and a new website for an optometrist office that recently changed ownership.
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.
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The bright side of having an obviously outdated website is that it was essentially a blank canvas to completely reimagine their brand identity.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.
USER FLOW
LOGO
CUSTOM ICONS
TYPOGRAPHY
COLOR PALETTE
MOODBOARD
Brand Values & Attributes:
Community, Friendly, Simplicity, Nature
