OPH work

Gardens Eye Centre

Branding, design, brand implementation, interior branding.

Clare Kennedy wanted to rebrand their optician’s practice and create a clinical yet welcoming space for clients as they moved to an upmarket district in Cape Town. They wanted to appeal to a higher spending and fashion/lifestyle conscious audience through a more luxurious and stylish presentation.

We built the initial naming list around three distinct frameworks:

Descriptive
Describes a particular feature or benefit – it says who you are or what you do. For example; the name of the company founder or the actual business you are in or its location.

Evocative
An emotional or descriptive connection to a service or product you provide, such as premium, luxury, expert, community or health.

Abstract
Invented words that may or may not sound “right” this is hard to describe and even harder to establish for a business without significant marketing and PR expense. We tended to avoid these names.

We then filtered this down based in four main factors:

Semantic value – does it convey the right idea or attitude?

Strategic impact – does it align to the business objectives?

Phonetic structure – is it easy to say and remember?

Availability – is it legally ownable?

With the direction agreed and the incorporation of the location as part of the brand naming strategy it was then discovered that the original chosen location was no longer available. As the client was happy with the visual brand however, (and the design itself had been made non-location specific for exactly this eventuality) it was a simple step to change the name reflecting the new location.