What is the Objective?
The primary objective for this project was to develop a well thought out brand with a key selling point for the target audience within a given location. Not only does this need to be shown throughout the design across all materials, but the branding elements needed to suit the specific industry the business is in.
What are the Key Tasks?
- Research the area to understand target audience
- Establish key characteristics and selling points of the business
- Develop visual identity for business
- Execute promotional materials for business
To emphasize the importance of vision health and provide customer centric eye care solutions for a diverse range of individuals by combining modern day technology and expertise from professional eye care specialists.
Dedication to fostering an environment that celebrates diversity, respect, and inclusion, particularly for individuals in need of specialized vision care. Our commitment is rooted in the belief that everyone deserves to experience the world with comfort and clarity.
A world that prioritizes vision health awareness and to eliminate any barriers to finding vision solutions.
For the logo, I wanted to go for a more simple approach after exploring so many different concepts. With the target audience being older, I decided to go for a clean look and went with glasses. It ties into OptiHealth Optometry's main selling point of being multi-lingual since glasses are a universal symbol for vision, not being restricted by limitations of language barriers.
The difficulty with creating icons was having to size down and worrying if the logo would still be visible at a distance.
The stroke thickness of the glasses and the high contrast of white and turquoise makes the glasses pop out more.
The choice of using a specific form of turquoise is meant to associate the brand with corporate, reliability, cleanliness, and optometry. Nunito is used as the primary font due to its roundness and legibility throughout.
The elements chosen are chat bubbles to show that we are open to talking about eye health and we encourage promoting eye health awareness. It also relates to the diversity of our customers and the different languages spoken.
Storefront
The storefront design is strategically placed to establish hierarchy and include all the necessary information needed for people passing by.
The window vinyl decals reiterate the multilingual aspect since I have put the translated tagline in all the languages service is offered in. The huge glasses on the left window is used to draw attention and the little illustration elements bring everything together nicely.
A Frame
The outdoor A frame sign is used to encourage customers walking by to come in and book an eye exam as well as check on their vision health.
The speech bubbles are used to follow the overall style of the brand and overall kept minimal to avoid any distractions for the viewer.
Business Card
The business card showcases a clean and simple design using the main identity colours. The logo is embossed on the front side and the glasses are debossed on the back side. Taking advantage of the simplicity and memorability of the glasses imagery, I incorporated it into the design while maintaining a minimalist approach.
Letterhead with Envelope
The corporate collateral considers the clean aesthetic of OptiHealth Optometry and the main colour ties them all together.
OptiHealth Branded Products
With the branded architecture, OptiHealth comes out with their own branded products that relate to maintaining eye health and cater to customers.
Key Takeaways:
01. Being restricted to creatively incorporate certain aspects to every part of your design to maintain consistency
Finding a balance between creativity and consistency is key. While it's important to maintain visual coherence across all design elements, including logos, colours, and typography, there can also be room for innovation and creativity within these constraints. During the project, I had multiple thoughts of wanting to add more into the design but later realizing it would take away from the minimalistic and clean reputation that I've built for OptiHealth Optometry.
02. Designing for corporate
Designing for corporate includes a strategic approach that prioritizes professionalism, credibility, and brand alignment. Corporate design projects involve catering to a specific target audience, adhering to brand guidelines, and conveying complex information in a clear and visually appealing manner.