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Could Your Branding Use Some Brightening Up? This Bay Area Practice Can Shed Some Light

A love of fashion and a great social media touch keep things radiant at Luminance Vision Optometry.




Could Your Branding Use Some Brightening Up? This Bay Area Practice Can Shed Some Light
Mei Fleming, OD’s love of fashion informs the look at her Bay Area practice, Luminance Vision.

MEI FLEMING, OD, OWNER of Luminance Vision Optometry in Lafayette, CA, points to her love of fashion and her background in fashion blogging as key influences in the practice’s modern, elegant and sophisticated branding. The store’s logo, interior design and products all communicate quality, fashion and style — an approach that finds verbal expression in Luminance Vision’s slogan, stenciled across the optical wall: “See better than 20/20 in style.”

The professionally designed logo comprises multiple frames layered upon each other in various colors, signifying the diverse hues and shapes of Luminance’s frames. Underneath the logo, the practice name is rendered in an uncluttered font that is cohesive with the Bay Area optical’s clean, simple and bright interior.


The logo and signature font grace all marketing materials, signage, patient forms and email communications. Other branded elements include lens cloths, cleaning bottles, shopping bags, credit card terminal, website and social media. “Any patient encounter is an opportunity for a visual communication of our service and product through our logo,” says Fleming.

The cloths are printed by Clearlens. “All other printed materials, our website and our social media posts are designed and updated by me, constantly,” she says. “It’s a lot of work and will likely need to be outsourced soon. Either way, continuity and keeping all our marketing efforts personable and cohesive is the most important part of our branding.”

On Instagram and Facebook, every image is edited to highlight the eyewear. All posts bear their signature hashtag: #stylishglasses. “We also maintain continuity in image quality. Adopting a signature filter on all images is another way of branding posts,” she says.


Fleming advises ECPs looking to elevate their branding to start by identifying their target market. In Luminance’s case, that’s professionals in their 40s. She also stresses the importance of familiarizing yourself with the shopping habits of your target market. From here, she says, “the remainder of our demographic… will follow the core target market into the practice.”


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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