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Optical Expressions

Optical Expressions is an independent wholesale eyewear provider with a strong focus on design. I was approached by the client to update the brand and website.


Brand Identity
Business Cards
Web Design

Project Date


The Optical Expressions logo.


The project started with the re-design of the brand logo. The final wordmark is a combination of serif and sans serif typefaces to reflect the brand name. The word “Optical” is in a serif font to suggest history and professionalism while “Expressions” is in a sans-serif font to indicate a more modern and forward thinking approach. The wordmark's neutral colour was chosen to communicate professionalism, trust and to compliment any frame in the collection. The tagline "See It Our Way" was also written to communicate the unique & hand picked collection of frames.

The Optical Expressions business cards.

The Optical Expressions website walkthrough.


The high level goal of the website was to tailor to the user journey. Fortunately, the client was able to provide several insights and pain points on how the users navigate the current website that I was able to implement in the new design. The target user group of this website are small to medium sized opticians, who are looking to expand their collection.

The primary goal of the website is to showcase the handpicked collection of frames along with the crisp photography. Opticians will go on the website and search the frames they would like to order. Sometimes this is done with the customer in store, so the collections must be easy to filter and view. Another key feature is for the user to add frames to a favourites list and refer back to later. The colour pallet of the website was purposefully kept neutral and minimal so that the frames have the chance to stand out.

Homepage. The frames rotate dynamically each time the page is refreshed.

Collections page. The user is able to filter by available collections and quickly add frames to their favourites list.

Individual frame page. The user is able to switch between different photos and examine the frame closely. This feature was extremely important to the client.

Favourites list. After the user has added frames to their favourites, they are able to immediately contact Optical Expressions. An email is automatically sent to Optical Expressions with the frame information attached for reference.

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