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 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.
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