Logo
01Before
After
A distinct lens-shaped mark replaced a generic eye graphic and gave the practice an ownable symbol.
Boardwalk Eye Care, full rebrand
A 20-year-old optometry practice, reintroduced.
Sarah Fong, Owner and Optometrist, Boardwalk Eye Care.
- Client
- Boardwalk Eye Care
- Category
- Independent optometry practice
- Engagement
- Full rebrand and identity system
- Timeline
- 12 weeks
Wordmark
02Before
After
The new wordmark feels established and warm, with enough clarity for storefront signage.
Color palette
03Before
After
Forest, coral, and cream bring personality to the practice without losing clinical trust.
Typography
04Before
After
A confident serif and a practical sans serif create a clear, approachable reading hierarchy.
Print collateral
05Before
After
Every patient touchpoint now feels considered, from appointment reminders to referral cards.
Social profile grid
06Before
After
A flexible template system makes useful eye care advice recognizable at a glance.
The problem
Boardwalk had been serving families in the neighborhood for 20 years, but the brand looked like it had not been touched since the practice opened. Sarah wanted something that reflected the care and expertise patients actually got when they walked in, not a generic clinical logo pulled from a template.
What we shipped
- 01Brand strategy and positioning
- 02Logo and wordmark system
- 03Color palette and typography
- 04Print collateral, including business cards, appointment cards, and letterhead
- 05Signage design
- 06Social media templates
- 07Website design and build
- 08Brand guidelines document
The identity system
01, Strategy and positioning
Clear care for every generation.
Boardwalk already had what many practices spend years trying to earn: trust across generations of local families. The strategy made that relationship visible, positioning the practice as the clear, reassuring guide that helps patients feel informed at every stage of eye care.
02, The mark
An eye, a lens, and a shared point of view.
The mark brings two simple lens forms together around a central pupil. It reads instantly as eye care, but its soft geometry and subtle overlap make it feel human, collaborative, and specific to Boardwalk.
03, Color and type
Warm enough to welcome, clear enough to trust.
Deep forest green anchors the system in expertise, while coral adds warmth at the moments that need attention. A soft cream background reduces the sterile feel common in health care, and the type pairing keeps information easy to scan in print and on screen.
Boardwalk Forest
#173F36
Primary brand
Warm Coral
#E66B52
Actions and highlights
Exam Room Cream
#F2E9D8
Primary background
Soft Sage
#A9BCA5
Secondary fields
Clear White
#FFFDF8
Contrast and space
04, In application
One practice, one recognizable experience.
The system was designed around the real moments patients see most often. From the front window to a reminder in their inbox, every piece uses the same calm voice, clear hierarchy, and familiar visual cues.
The rebrand made us feel like a proper practice again. Patients have started noticing, and I have had more people compliment the space in the last month than in the last five years combined.
Sarah Fong
Owner and Optometrist
Video testimonial space
What changed
- Patients regularly comment on the updated space and brand
- Referrals from existing patients have picked up noticeably
- Confidence to launch new services under the refreshed brand
- New patient enquiries mention finding the practice through the new website
