iO. iNDEPENDENT OPTICIANS are a growing Belgium brand on the high street.
/design
When five independent opticians joined forces to create iO. they needed a branding strategy that would represent their shared vision for the future.
With their first shop opening just two weeks away, they reached out to me to ensure their branding aligned with their deep commitment to customer care and long-term support.
Despite the tight timeline, we quickly developed a strategy that captured the essence of iO. focused on understanding their customers’ needs and providing lasting, personalized service. My role was to deliver a comprehensive branding package that included photography, a new logo, point-of-sale materials, marketing tools like shop window stickers, signs, promotions, and staff portraits.
Each iO. shop was designed to seamlessly incorporate its staff into the store environment. Creating a relaxed atmosphere for the team in front of the camera was essential, as it takes trust and experience to capture portraits that reflect both confidence and professionalism.
Did you know that the human eye can distinguish approximately 10 million different colours!
The iO. brand has an air of sophistication with an edge. The imagery and marketing reflected this while giving the shop staff centre stage.
For the photography, I drew inspiration from the Götti Switzerland spectacles -a brand featured in the store launch- using flash photography instead of natural light. This approach created a distinct style that was consistently replicated with each new staff member during subsequent store openings, ensuring a cohesive visual identity.
