In 2022 I led a small team to a full reimagining of B2C eye health brand Lasik-Eyes in 2022. The brand has been operating for over 5 years, and works in partnership with some of the larger eye health clinics and opticians across Europe.

It provides content across formats helps to help inform, diagnose and care for all eye health conditions, and helps connect people with eye specialists. They needed a total overhaul and fresh perspective for their next phase.

Core to this new identity was the feeling that vitality, and change could be reflected in design choices.

I wanted the creative direction here to feel as though each interaction with the brand was easy, clean, and gave a feeling of clarity, and choice.

This is demonstrated in a bold palate that balances deep, action colours, with muted comforting pairings from pastel tones.

The visual direction is given a feeling of play and joy with a series of shapes that are developed from the brand mark. The goal here is to connect the brand to a positive and dynamic outcome, removing any sense of uncertainty that comes through in sterile, low personality visual tones used elsewhere in the healthcare sector.