Woolf Eye Lab
Woolf Eye Lab
Woolf & Woolf Optometrists, 2020
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.
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.
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.
Developing the brand's fresh aesthetics, we embraced the oddity, making gestures to artfully promote the medical/retail relationship in the clinic and store.
The choice of typography was heavily influenced by historic eye charts.
SERVICE & RETAIL
A modern wardrobe update can change the perception from a typical doctor’s office to a destination retail experience. Employees seem approachable but are still easily identifiable. Wardrobe shifts reinforce trust within the medical and fashion sides of the experience.
EXTERIOR & INTERIOR SPACE
Our approach for the space: Comfortable Scientific.
Modularity, unique displays and quality material choices create an experience that increases customer interaction. Pre-designed display solutions that aren’t designed for the space can feel visually cluttered, outdated or mass produced, thus developing a custom display system for the brand.
Neutral fixtures, with color pops through graphics and furniture, were chosen adding playfulness to the retail space to contrast more sterile labs and reception spaces