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Sophisticated and Inviting? This Chicago Practice Pulled It Off

Their six opticals combine clean visuals with warm colors.




PUT YOUR BEST face forward” is the motto adorning a large sign on an exterior wall at Vision Boutique’s Lakeview store, one of five it operates in Chicago, with a sixth in St. John, IN. The motto could double as an apt description of the business’ bright, eye-catching branding.

According to social media manager Abbie Judge, the branding at Vision Boutique — elements of which are incorporated into its logo, Instagram posts and stories, newsletter graphics, Facebook posts, water bottles, website and billboards — is designed to be “modern, family-oriented and inviting.” The business has also dabbled in brightly colored backpacks and even dog sweaters, and marketing manager Caroline Kircher is currently working on some shirts bearing the logo.

Vision Boutique caters to two distinct demographics: parents and professionals in the Chicagoland area, and families in Northwest Indiana. “Our clean branding celebrates the modernity inherent in urban life, appealing to those residing in the city and familiar with this style,” says Judge. “We’re excited to bring a piece of Chicago to those accustomed to small-town living in Indiana with our aesthetic. Still, we always emphasize ‘family-friendly’ with our messaging and imagery…as many families live in the area.”

To this end, the contemporary but warm atmosphere at Vision Boutique’s offices served as a basis for its social media identity, says Judge. “We focus on clean visuals and inviting colors that complement the Vision Boutique logo, reflect the high-end brands we carry and echo the quality of service we provide.”

Vision Boutique pulls inspiration from contemporary urban brands including the makers of the frame lines it offers. Judge shouts out Chicago-based Jam- tik marketing and Damian Chlanda at Expose Your Brand for helping realize the practice’s branding goals.

It’s important to focus on what makes your brand unique, and use that as a starting point to develop your branding, she adds. “Your visual identity conveys a message to everyone who sees it, so you want to make sure it’s conveying the right one.”


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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