Connect with us

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.”





The Best Overall Progressive Lens, Now Powered by AI

Engineered with Behavioral Artificial Intelligence and utilizing new XR-motion™ technology, Varilux XR series goes beyond prescription and eye physiology to consider the patient’s visual behavior and design a progressive lens that respects how
their eyes naturally move.

Varilux XR series comes in two versions, Varilux® XR design and Varilux® XR track. The Varilux XR track lens provides an additional level of personalization by incorporating the exclusive Near Vision Behavior Measurement, providing up to 25% more near vision width3 according to the patient’s need, so patients get the highest level of customization.

Discover Varilux XR series and enjoy instantly sharp vision in motion4 and seamless transitions from near to far.

For more information, visit here.

Promoted Headlines





Get the most important news and business ideas for eyecare professionals every weekday from INVISION.



Most Popular