Client, Year

Woolf & Woolf Optometrists, 2020

Services

Brand Story
Naming & Taglines
Messaging & Tone
Logo & Mark
Identity Development
Branded Environment
Architectural Signage
ADA Signage
Illustration
Packaging
Brand Applications

Photography

Vivian Marie Doering

Woolf Eye Lab

A sharper vision unlocks a full rebrand

For over 80 years, Woolf & Woolf Optometrists has offered cutting-edge technology and high-end services to their clientele. They sought an identity and in-person experience that reflected their modern approach. To help, Ashton crafted a complete rebrand that married “the science of eye care with the art of eye wear.”

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To better reflect Woolf’s modern sensibilities, every brand touchpoint received a refresh. We renamed the company “Woolf Eye Lab,” then balanced the logo’s straightforward look with quirky double Os to highlight its contemporary outlook. Eye examination charts informed the brand’s typography.

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With the shifts in the eye-care industry brought about by online retailers and big names like Warby Parker, Woolf & Woolf needed to reposition themselves. We helped them strategize a new identity, capitalize on their unmarketed strengths, and transition from a family business into a retail destination.

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We designed the interiors to feel as sharp and stylish as the new mark and name. Furniture in bright, contrasting colors enlivened the space. The streamlined palette makes every visit, whether a retail experience or a routine checkup, feel more sophisticated.

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Modular, custom displays constructed from high-quality materials helped create a more satisfying customer experience. 

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The identity’s high-contrast approach easily extends to collateral and makes for eye-catching brand extensions.

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The brand’s graphics and patterns were inspired by unique visuals created from optical imaging tests.

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Minimal, black-and-white promotional materials reinforce Woolf’s modern sensibilities.

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Ultimately, keeping the “Woolf” family name maintained the trust the loyal base had for the brand; pairing it with “Eye Lab” and edgy visuals helped the company break free of its past and embrace its trailblazer status in the industry.

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©2024 Ashton Design

PO Box 50337, Balt., MD 21211

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