Here’s a story of an eye care practice with a focus on family, but needed the brand to show it. An in-depth discovery process led to small, deliberate tweaks to their image and voice to align their external story with their internal passion.
McPherson Family Eye Care is a well-established eye care provider in Wake Forest, NC. Their practice is cutting edge, their office is modern, and their organization is built to service families. However, their brand image, voice, and website failed to tell this story. The good news was that, like most successful small businesses, they were living out a genuine brand in all the ways that matter most: organizational focus, customer service, and employee culture.
Everyone agreed the logo needed to be updated, but the old logo couldn’t become obsolete overnight. We discovered a profound statement could be made with a small tweak to the logo mark itself. Minor tweaks of the ratios, and offsetting each part of the “m” to look like a family made the logo look less clinical and more playful, warm, and friendly.
It is often that companies need to provide distinction between divisions or departments within their organization while still maintaining cohesion and familiarity. McPherson had three clinics within their practice that needed to stand on their own while maintaining the parent practice brand identity.
We plugged in the right inputs into our logo machine (we call her Cat) and created these three logos.