Oran Parker  //  Hart Eye Center Branding Project
Project ToolsProject Info
This client was ready for an update. They wanted a clean, fresh new message and look; something that would speak to their potential customers in a very direct, human voice. They were definitely open to a logo update as well. I've posted to original logo below. I started trying to sketch out a new mark almost immediately.

This client was ready for an update. They wanted a clean, fresh new message and look; something that would speak to their potential customers in a very direct, human voice. They were definitely open to a logo update as well. I've posted to original logo below. I started trying to sketch out a new mark almost immediately.

The original logo

The original logo

Here's one of the final versions of the new mark on an ebony environment.

Here's one of the final versions of the new mark on an ebony environment.

And the new mark in a white environment. The new design is meant to convey a message of precision and technology (without being too techy) while winking at the original design. I wanted the viewers to feel good about it, but not really experience the new mark as a complete 180 degrees from the old one.

And the new mark in a white environment. The new design is meant to convey a message of precision and technology (without being too techy) while winking at the original design. I wanted the viewers to feel good about it, but not really experience the new mark as a complete 180 degrees from the old one.

Digital outdoor advertising is one of the main forms of advertising that our client uses. This image, along with the following, all appear in 8 second intervals at their locations.

Digital outdoor advertising is one of the main forms of advertising that our client uses. This image, along with the following, all appear in 8 second intervals at their locations.

The boards feature a variety of individuals, making simple, easy to read statements.

The boards feature a variety of individuals, making simple, easy to read statements.

LASIK eye surgery is one of the many things this client provides. You don't have to say it to get folks thinking about it.

LASIK eye surgery is one of the many things this client provides. You don't have to say it to get folks thinking about it.

Because they treat such variety of eye diseases and problems we had to come up with a wide range of people to use as the "voice" of the project.

Because they treat such variety of eye diseases and problems we had to come up with a wide range of people to use as the "voice" of the project.

The style we went for crops the individuals faces so that the focus remains on the eye(s). It leave us plenty of air in each piece and it works well on outdoor and in print.

The style we went for crops the individuals faces so that the focus remains on the eye(s). It leave us plenty of air in each piece and it works well on outdoor and in print.

My challenge was to take this new direction and develop 3 separate TV spots (one for each of their main services). I took the basic ingredients of the outdoor and print and came up with these guiding principles for the new TV; use a real voice (no actors...only real Hart Eye Center patients), toss out the script (have a real conversation with the clients), let the doctors talk to me about their business and motivations in a loose, comfortable environment, keep it simple, keep it clean.