OPTICAL STUDIO
DESIGN + REFRESH
Optical Studio is an optometry practice serving Lethbridge and Fort McCleod for over 20 years. Having already worked with them for the creation of a new logo for their recently opened Dry Eye Clinic, I was excited to be able to conceptualize a full brand refresh. Working across web, email, and branding, I created a new look that feels more elevated, dynamic, and digital-friendly.
The goal of the Optical Studio refresh was to create a lighter, more modern and elevated identity while staying true to the brand they had already built. The existing logo’s off-centre typography was retained as a recognizable part of the identity, while a new, simple typographic system using Gordita Light and Gordita Regular brought a cleaner, more contemporary feel. The original eye graphic was also preserved, but separated from the word-mark so it could function independently as a standalone icon across digital and print applications.
Concept Campaign
A concept campaign was developed to position Optical Studio around both sides of the business: eye care and eyewear. Built around the line “Bring Life Back Into Focus,” the campaign speaks equally to the experience of visiting Optical Studio for an eye exam or procedure and the experience of finding a new pair of glasses, contacts or frames.
The visual language established across the website was carried through into the email designs to create a consistent brand experience across every touchpoint. Clean layouts, refined typography and a focus on imagery and products help the emails feel like a natural extension of the refreshed digital experience.
The digital Experience
The website was redesigned with a clean, modern approach that puts Optical Studio’s products at the forefront. The new structure creates a more elevated shopping experience while making it easier for customers to explore eyewear and discover the products available for purchase online.
The Campaign utilizes AI-Generated Imagery for conceptual purposes, speaking to the spirit and tone of the campaign itself, independent on input from photographers or videographers who work with Optical Studio. We respect their unique skills and vision, this is merely to conceptualize what the campaign may look like at an early stage.
For this design, I utilized Sigma to create a digital interface that felt usable, clean, and consistent. This Concept takes the ‘elevated’ aesthetic of the brand into an interactive space and stoppable space, more consistent with the digital visuals of website from their top brands like Tom Ford, Gucci, and Raem.
New Social Media
The social media direction was built around three distinct content pillars to create a balanced and consistent presence. The Aesthetic avoids low-performing graphic and informational posts, instead focusing on reach and algorithmic-compatibility to drive results and sales.
Elevated E-mail Design
The email experience was redesigned as two complementary campaign directions: one focused on products and eyewear, and another focused on Optical Studio’s services. Both use the refreshed visual identity to create a cohesive, contemporary experience while giving each campaign a clear purpose and audience.
One pillar focused on the Optical Studio space and team, bringing personality and a sense of place to the brand. A second highlighted new collections and product arrivals, placing the eyewear at the centre of the content. The third focused on services, showcasing the expertise and care behind the Optical Studio experience.
