A network of seven optician stores in Flanders, iO. iNDEPENDENT OPTICIANS provides expert eye care.
/design
As the brand grew from 4 to 7 stores, iO. was ready for some new branding photography to go in their stores.
I had an ongoing partnership with iO. working closely with them on many projects involving point-of-sale tools, advertising and branding. As their business expanded to seven locations, it was the perfect time to refresh their in-store installations and employee photography to support the company’s continued growth.
Working closely with the client, we carefully considered how to update their in-store employee photography. As we moved forward, we decided to incorporate glass and reflections, symbolizing the spectacle and glass materials used in their industry.
Did you know the first recorded use of eyeglasses dates back to the 13th century in Italy?
We invited staff to think of glass objects that resonated with them, then collaborated through test shoots to refine the concept.
The goal was to create images that not only integrated glass but also reflected each employee’s personality.
Each image underwent high-end retouching, with some prints reaching up to 3x3 meters. Maintaining a consistent colour grade was essential, especially since the photography took place over several months. Replicating lighting set-ups, and grading across different shoots was a challenge, but crucial for visual cohesion.
I also worked closely with printers and production teams to ensure all files were delivered in the correct profiles, guaranteeing high-quality results at every stage.
