Design Portfolio

Eyenovate, Inc.

Story: In August 2008, a mentor of mine was asked by his accountant to meet with a young inventor of a consumer eyewear product who had run into some financial challenges. After an initial consultation, I was brought in to continue the discussion and help decide whether or not to pursue the project.

Upon meeting, it became clear that the founder had a very innovative mind and knew how to leverage technology to solve problems in the eye care industry. In addition to his unique add-on sunlenses, he had developed frames that featured magnetic temples, which would reduce breakage and allow for color changes and other fashion-related flexibility. Finally, he had worked with a developer to build a web-based practice management system, which could also be applied to optical laboratories (with some modification).  Together, the products and services presented a significant business opportunity.

Challenge: The founder had created a disjointed brand identity that had little resonance or recognition in the market. He added the first letter of his last name (‘Z’) to attempt to create a brand connection between himself and his products and services. In addition, he had used two different brand names for the same product, confusing a market already inundated with brands.

Goal: Create a brand for the company that could encompass all of the products and services both current and future, focusing on both the industry and the need to build an identity that identified the company as innovative.

Solution: First, Eyenovate was identified as an acceptable corporate brand name, along with the brand promise, “Expanding the field of vision.” Next, an analysis was done to determine past and current brand trends in the eyewear industry, focusing specifically on color and style. The result was a logo that could stand on its own in any application (web, black & white, four-color process, embroidery, etc.) while reinforcing its place in the eyewear industry. Sub-brands were developed for the consumer product division as well as the software products (Eyenovate was used as the software brand and ‘Chemistrie Eyewear’ was developed for the consumer product line). In total, the brand package was very successful, with an international launch in 2008.