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.”

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.

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.

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.

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

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

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

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

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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