A BRAND TO MEET THE MISSION

REBRAND

IDENTITY

COLLATERAL

VEHICLE WRAP

A simple pair of eyeglasses can be the difference between loving school and dreading school. It can be the difference between fulfillment and frustration. Between self-consciousness and lasting friendships.

So, when Eye Care Charity of Mid-America told us they were considering a new brand to match the power of what they do, we were all in.

If you’re unfamiliar with their mission, it’s as impressive as it is important. They provide complimentary eyeglasses to low-income children around our region. And they make it as convenient as possible for families whose barriers often go beyond finances.

Optometrists, clinicians and generous donors all come together to bring this service directly to children where they are with their flagship Mobile Vision Clinic.

THIS YEAR ALONE, THEY WILL SEE 5,000+ STUDENTS IN OVER 160 SCHOOLS.

For the kids, it’s a transformative experience. Suddenly, they can read the chalkboard. They can catch a ball. They can see their best friends, often in a way they never have before.

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AND FOR THE STAFF, EACH VISIT IS EQUALLY FULFILLING.

So, we set out to capture the excitement surrounding an event that can change the lives of kids forever. We knew we wanted the name to feel active, optimistic and memorable. In talking with the Executive Director, Kate McKearn, and her team, we realized that the mission goes far beyond reading an eye chart. It’s about what this organization empowers and the pride it instills.

In exploring name options, we also provided visual direction and a written synopsis of how each concept tied to the mission of the organization. For Founder and President, Bill Jehling, it was a decision he did not make lightly.

Naming is never easy. Re-naming can lead to a lot of “what-ifs.” What if people don’t recognize the new brand? What if donors think they’re receiving junk mail? What if we miss a great opportunity?

Alongside the marketing subcommittee and larger board, we worked to develop a rollout strategy to make people aware of (and hopefully enthusiastic about) the fresh, new look.

The design took on a playfully scholastic aesthetic, focusing on the kids who benefit from the program. We wanted the mobile vision clinic to read loud and clear from across a parking lot and the new simplified name to register quickly and enthusiastically.

'EYE THRIVE' PUTS OUR MISSION IN OUR NAME AND EMPOWERS STUDENTS TO PURSUE THEIR FULL POTENTIAL.

—BILL JEHLING, FOUNDER/PRESIDENT

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BRINGING IT HOME

After designing the wrap for the mobile vision clinic, we turned our attention to the Eye Thrive office. We brought the visual excitement of the mission to employees, volunteers and donors who are responsible for making it happen in the first place.