High-end vision, human-centered design. A brand built to look like a boutique and feel like a trusted neighbor.

THE CLIENT

Based in Irvine, CA, Floe Optometry is a family-owned practice that defies the sterile, clinical expectations of traditional eye care. Catering to a discerning demographic of young professionals and growing families, Floe offers a curated experience—from luxury designer eyewear to specialized, spa-like medical treatments like advanced dry eye therapy. The challenge was to move away from generic medical branding and create a visual identity that felt as bespoke and modern as the service they provide, ensuring they stood out in a competitive Orange County market.

CONCEPT

The design direction was born from a rigorous research and concepting phase, where we explored four distinct visual territories. These initial boards ranged from clinical and utilitarian to high-fashion editorial. By analyzing these directions with the client, we were able to pinpoint the exact tension required for the FLOE brand: the sophistication of a luxury boutique balanced by the approachability of a family-owned practice.

The final concept is a curated merger of these explorations, defined by three key pillars:

Minimal, Timeless Design: We leaned into a "quiet luxury" aesthetic to convey the high-end quality of service and medical expertise clients expect.
Modern Layouts & Simple Type: Using clean, asymmetrical layouts and minimalist typography establishes the premium feel, while our specific use of color prevents the brand from feeling cold or clinical.
Playful Human Elements: To highlight FLOE’s identity as a family-owned business, we incorporated interactive design elements and a "Sunny" color palette that makes the brand feel more human, warm, and accessible.

THE LOGOMARK

The Floe logomark is an intentional evolution from typography into abstract storytelling. Moving away from literal representations of vision, we deconstructed the brand name into a series of geometric shapes. The "f" takes the form of a profile view of a contact lens, while the "o" and "e" create a rhythmic "open and winking" eye motif. The system was designed for maximum flexibility, offering a suite of marks—from the full "Floe Optometry" lockup to a minimalist winking submark—that maintain brand integrity across every touchpoint.

THE BRAND

To expand the brand beyond the logo, we developed a "Visual Language of Vision". We created a set of utilitarian icons that bridge the gap between medical precision and high-design aesthetics. These shapes are modular; on the practice’s tote bags, the logo components rearrange to form friendly, abstract faces, reinforcing the human-centric nature of the business.

This brand world comes to life through a cohesive application strategy:

Digital: A website experience that utilizes white space, editorial layouts, and high-fashion photography to mirror the "quiet luxury" of the physical office.
Packaging: Sophisticated, tactile boxes for luxury eyewear that prioritize a premium unboxing experience.
Collateral: Informative posters and postcards that use bold iconography to make complex eye health topics like Myopia Control feel accessible and chic.

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