overview
project type: branding + graphic design
This was one of my first *major* rebranding projects. But it wasn’t just a rebrand, the company was looking to fully “re-identify.”
Eyewell, formerly known as Dr. Lukito & Associates, represents holistic vision care that goes beyond traditional eye exams and glasses. They look to treat the individual vs. just the eyes.
So, this was THRILLING. It is an incredibly unique, and niche, business model and with that comes owners // clients who were passionate, charismatic and creative. The one describing himself as a “kid who likes to play.” And as a designer, that’s what we get to do every day.
The challenges
There was a desire for some form of subtle optical illusion. This would allude to Eyewell’s treatments and service offerings when looking to accomplish ocular wellness and rehabilitation.
But, optical illusions in design can so easily be over-complicated. We looked at 3D logos, complex line work and gradients; but it became “too much.” It wasn’t until the owner looked at one of his vision therapy tools that he sparked an idea.
the result
I can’t take credit for the icon; this was all him! It is a digital, and simplified, rendition of an Eccentric Circles / Ring Eye Chart that is used to strengthen and train peripheral awareness, improve binocular vision and treat suppression.
To compliment this deeply meaningful icon, I chose a simple font and mostly neutral colour palette to keep the design emphasis on the mark. BUT, the owners’ love the beach and anything related to water; so we included a teal accent. Blue is also heavily associated with medical and scientific credibility — so there’s also that.
The visual identity is incredibly versatile because it’s so simple; and as you can see by the marketing materials, super fun to bring to life!
