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The Bronze Age

This Milwaukee optical owner started his rebrand with a Pinterest board and a single color and built from there.




WHEN TIM MOSS purchased Bronze Optical in January 2020 he knew he “wanted to make the look and feel of the store more ‘me.’”

To help get the process rolling, he set up a Pinterest board. Looking for a “Moss” green, he soon found a Pantone color called Terrarium Moss, which became the starting point. From there it was a matter of adding color ideas to the board. Moss was particularly attracted to the color of ripe mangos, which led to the other key colors in his palette—Mango Mojito and Coral Pink.

These hues are now used in branding throughout the store itself — in the wall colors, art, floral arrangements, carpet and upholstery choices — as well as in other branded items such as Bronze Optical’s custom website, window graphics, business cards, cleaning cloths, spray cleaner bottles, “Thank You” cards, parking sign, exterior light box sign and other signage, as well as frame brand signage. It was always Moss’s goal to develop a cohesive brand extending to every level of the business — doubtless a reflection of his training; Moss holds a degree in Public Relations. He describes the overall look as “clean and contemporary, with a bit of whimsy. I want to convey that we are luxury but accessible, and definitely fun.”

Being in Milwaukee’s East Side neighborhood, Bronze Optical looks to appeal to a very wide demographic of young professionals, empty-nesters and college students, and also has a loyal LGBTQ+ clientele.  Says Moss, “I wanted my branding to appeal to anyone looking for something different, and to let them know that they won’t find your typical ‘doctor’s office’ frames.”

Moss undertook his rebranding effort with the help of Third Eye Local, a boutique marketing company specializing in Milwaukee small businesses. “They took my ideas and developed the logo and brand guidelines. We worked together with a website developer to produce the custom website with original design elements. Vendor signage and displays are by OMG! Marketing.”
Moss firmly believes that the more ways you can put your name and logo in front of your patients’ eyes, the better. “If you’re just starting out,” he advises, “find one element that you really love — a color, a piece of art, a carpet sample — and work from there.”



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 [email protected]


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