Woolf Eye Lab

Woolf & Woolf Optometrists has 80 years of experience treating patients in the greater Baltimore / Annapolis area. They offer cutting edge technology and high-end services to their clientele, so it was time to reskin their brand and architecture to match.

To fully articulate the vision of Woolf & Woolf, we conducted a thorough brand audit and recalibration. Our findings brought to the fore the company’s biggest strengths and points for improvement. The resulting brand system we developed is rooted in the intersection of the science of eye care and the art of eyewear. To bring this to focus, we proposed the name Woolf Eye Lab.

Identity /  Print / Environments
Brand Identity Design
Naming & Brand Strategy
Messaging & Copywriting
Environmental Graphics
Signage
Print Collateral 
Packaging
Illustration

The logo’s understated aesthetic is balanced with quirky double Os that complement the lab’s contemporary vibe.

Classic eye examination charts served as inspiration for the brand’s typography.

MESSAGING & MARKETING

Modern scientific graphics are paired with sharp and witty messaging to create unforgettable brand extensions.

Graphics and patterns throughout the identity were influenced by the unique visuals created from optical imaging tests.

PROMOTIONAL MATERIALS

Promotional materials extend the understated aesthetic with a black & white color scheme and modern execution.

BRAND STRATEGY

With the shifts in the eyecare industry brought about by online retailers and big names such as Warby Parker, Woolf & Woolf sought to reposition themselves by capitalizing on their unmarketed strengths.

The practice’s balance of ultra-scientific tools and personalized service differentiates them from their competitors.

There was a clear disconnect between their brand ethos and the way they represented themselves publicly.
 

NAMING

As the company transitions from a family business to a retail destination offering broader services, the rename aimed to reflect the recalibrated positioning. Keeping the “Woolf” family name acknowledged the trust the loyal base had for the brand while including Eye Lab brings out their technological expertise.