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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.

Identity /  Print / Environments
Logo Design
Identity Development
Naming & Story Development
Messaging and Copywriting
Illustration
Brand Strategy
Marketing Collateral
Packaging
Information Graphics
Posters
Placemaking 
Exhibition Design
Architectural Signage
ADA and Code Signs

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.

Their strength lies in their practice’s distinct balance of ultra-scientific tools and quality of service.

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

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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.

The identity was designed to have a quiet and understated aesthetic. And with the double Os in the name, we couldn't resist adding a bit of quirk to the lab vibe.

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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.

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ELEVATING THE WOOLF EXPERIENCE

MESSAGING & MARKETING

Messaging is sharp and witty. Visuals are modern, scientific, but still lend well to more playful applications. 

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PROMOTIONAL MATERIALS

Optical clutter is out, clean, simple & curated is in. Promotional materials were designed with a predominantly black and white color scheme. 

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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.

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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. 

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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

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THE LAUNCH

Despite the pandemic, the Woolf Eye Lab rebrand and space overhaul was successfully launched and drew recognition from loyal and new customers alike.

 

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QWRK + Ratcliffe + photographer

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