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Looking Sharp in Chicago

The Windy City’s juxtaposition of classic and cutting edge inspired the bold branding at this practice in Chicago’s South Loop neighborhood.




MODERN, CONFIDENT AND sharp” is how owner/optometrist Dr. Matthew Pietruszka describes the image that his Chicago, IL practice, presents to the world.

And according to Pietruszka, Chicago itself provides the primary inspiration for the branding at Elite Eye Care, which opened in the city’s South Loop neighborhood a little over a year ago. “Chicago is a town for everyone: Chicago’s skyline and architecture are a juxtaposition of vintage and modern styles. That’s the vibe and vision we have for our branding,” he says. Indeed, the famed skyline, incorporated into a graphic on the practice’s front desk, is the first thing that greets every patient.

Anchoring the brand is Elite’s tumbling “EEC” logo — a nod to the “tumbling E” visual acuity chart. The main colors are navy and gold, a combination that remains consistent across all branded materials. Navy was chosen in honor of Pietruszka’s alma mater, the University of Illinois at Chicago, while gold lends a touch of sophistication.

According to Pietruszka, the overall look is designed to appeal to the “modern and classic Chicagoan; our clientele ranges from Generation Y beginning their careers to empty-nesters who have lived in the neighborhood for years.”

The team at Elite likes to keep the font and colors consistent with everything that is branded. “In the real world, that’s not always possible. We have alternate fonts and colors that enable us to work with a variety of software while not straying far from the brand,” says Pietruszka.

Branded elements and items include the logo, business cards, cleaning cloths and sprays, gift cards and the website. There is an alternate “social media” take on the logo used for the practice’s Instagram and Facebook pages.


Pietruszka reminds other ECPs to aim for branding that will grab people’s attention both in the real world and digitally. “Be direct with the message you want to convey, but add some of your own flare as well,” he advises. “It should put a smile on your face every time you see it.”


After years covering some of the farther flung corners of the world of business journalism, Heath has more recently focused on covering the efforts of independent eyecare professionals to negotiate a fast-changing industry landscape. Contact him at


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