Overview

Eye Surgical Associates (ESA) is the largest and most experienced ophthalmology practice in Lincoln, NE and surrounding cities. They specializes in medical and surgical eye needs, including LASIK and refractive surgery. Having had the same visual identity for decades, it was clear that ESA could use a refresh to reflect the brand values: innovation, patient-centered, quality care, and credibility.

Process

The process started with researching the company—it’s history, competitors, etc.—and bringing out their top values to convey to prospective and established patients through identity and branding design.

After writing the brief, I set out to find examples of design that felt innovative, credible, quality and patient-centered.

I then used these examples to sketch identity concepts for Eye Surgical Associates.

A similar-feeling typeface as the identity was found to use as body type for ESA’s print materials.

Design Justification

The type chosen for the identity and print materials gives off a friendly, credible feel, as does the color scheme with it’s dark blue, light blue and orange.