I’ll always make the case for a fully integrated brand experience. Every detail should say something about your brand - and the more you customize them, the deeper the emotional response you’ll get. Particularly in retail, creating an experiential brand allows the shopper to feel the brand personality and see themselves in it, building a relationship with a brand they identify with and respond to.
THE RHODE EYELAND CHALLENGE:
Dr. Jacqueline Boisvert decided to open her own medical facility/optical shop in her hometown, where she is more often known as sweet, thoughtful and good humored, “Jackie,” rather than an eye care professional. My first charge was to develop a brand identity system that would have broad appeal, reflect her professionalism and commitment to exceeding current standards of care, and capitalize on her well-known personality. We needed to make it known that Dr. Boisvert was, in fact, Jackie with the familiar face.
My second charge was to design a dual-purpose retail shop that would generate curiosity and be the three-dimensional foundation of the brand experience. It needed to be a welcoming medical office that inspired confidence, promised superior care and offered “above & beyond” customer service. But it would also function as a retail space providing local access to enough price points and cutting edge brands to eliminate a trip to the mall. The consumer-friendly experience coupled with memorable graphics should inspire folks to think Rhode Eyeland first!
THE RHODE EYELAND SOLUTION:
Jackie’s idea to name her practice/shop “RHODE EYELAND” went a long way in rooting this brand in her humorous personality. The logo emphasizes the word play with a hand drawn “eye” which simultaneously conveys a personal touch. The classic eyeglass silhouette contrasted with the bright orange-red plays up the complimentary features of the brand - good old fashioned customer service paired with modern style and conveniences.
Every detail of the space was selected to create an experience of light-hearted ease, welcoming patients and inviting exploration with the latest in backlit eyeglass and promotional display systems. The consistent use of walnut wood reflected Jackie’s warmth and underscored her commitment to quality. The wall art and decor appealed directly to Rhode Islanders (who have great state pride.) There’s been great response to the beautiful ocean and shoreline photography along with many smiles prompted by cheeky Rhode Island posters.