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This Memphis Practice Uses Its Branding to ‘Frame’ Its Carefully Curated Eyewear

Because they believe frames are ‘art worn on the face.’

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This Memphis Practice Uses Its Branding to ‘Frame’ Its Carefully Curated Eyewear
EYE for Talent: The murals adorning the walls at Eclectic Eye speak to its “art hub” location.
This Memphis Practice Uses Its Branding to ‘Frame’ Its Carefully Curated Eyewear

Branding Partner
The practice works with local marketing partner Inferno to design and manufacture all branded materials.

BOLD AND REPRESENTATIVE OF the highest standards,” is how Robbie Johnson Weinberg characterizes the branding at Eclectic Eye in Memphis, TN, which she opened with her husband, Michael Weinberg, OD, in 2002. Eclectic Eye’s advertising features the slogan “Put your style on display,” an idea that ties in with their belief that eyewear is art worn on the face. Hence the brush strokes that feature prominently in their branding: “The paint frames the model or product in each image, combining art and eyewear,” Johnson Weinberg says.

“Our brand is inspired by what we do,” she says. The logo incorporates both a visual representation of an eye, as well as the letter “E” to represent the name. The typeface is light, clean and modern to draw attention back to the logo and give the green color full impact. The Weinbergs are great supporters of the arts, and “didn’t want the logo to be too constructed, but rather, expressive.”

The palette was largely inspired by their location in Midtown Memphis, a hub for the city’s art scene. Eclectic Eye works with local marketing partner Inferno to design and manufacture all branded materials. The logo is featured prominently on top of the building’s tower. Deciding this was a great place to add impact, Inferno painted it a bold green and topped it with a sign.

The basic graphic principles are applied to all promotional materials/events, be it a trunk or art show, social media post, digital ad, blog, signage, collaterals or the monthly “Eyelights” newsletter.

The Weinbergs re-evaluate the brand imagery every year. The idea is to establish a core look that leaves room for creativity.

“Don’t be afraid to be bold,” advises Johnson Weinberg. “Finding the right brand image is often about finding ways to visually and conceptually express your unique taste and voice.”

This Memphis Practice Uses Its Branding to ‘Frame’ Its Carefully Curated Eyewear

Stroke of genius
In digital ads, brush strokes push the notion of eyewear as art.

 

This Memphis Practice Uses Its Branding to ‘Frame’ Its Carefully Curated Eyewear

On Message
The basic graphics are applied to all promotional materials/events, be it a trunk or art show, social media, signage, collaterals or the monthly “Eyelights” newsletter.

 

This Memphis Practice Uses Its Branding to ‘Frame’ Its Carefully Curated Eyewear

Outsider Art
Eclectic Eyes’ exteriors reflect the Midtown neighborhood, a hub for Memphis’ art scene.

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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