INSTANTLY MEMORABLE, THE artful, refined look that Art of Optiks presents to customers at its two locations in the Minneapolis area reflects a rebranding embarked upon by owner/optician Stephanie Haenes when the business was forced to close its doors during the pandemic. “I took time over the months we were shut down to really contemplate how I could create one brand image that resonated throughout all aspects of the company,” recalls Haenes.
In keeping with a renewed emphasis on luxury service and products, she designed custom cleaner and cleaning cloths as well as new felt branded cases. Business cards, letterhead, envelopes and mailing boxes were all designed with the branding and graphic-friendly logo to the fore. All physical materials are designed in-house by Haenes, who procures cleaner/cloths from Microclair and sources cases from Alibaba. The brand is powerfully anchored in a green and blue eye that serves as the “O” in the logo. Asked to define the look in words, Haenes leans into “approachable, clean, sophisticated and luxury.”
Looking to strike a note that is “thoughtful and purposeful without being visually over the top,” Haenes turned to understated luxury brands and architecture for inspiration. “There is something really interesting about a brand or a building that has a simple design,” she says. “It takes time to design something that is very clean, spare and simple but is also visually interesting. You’ve really left yourself nowhere to hide from a design standpoint. But this simplicity can also be incredibly impactful.” Haenes works closely with SEO company Guerrilla and social media company Spex Addict on Art of Optiks’ online presence. “With our social media, we spend quite a bit of time building a cohesive story over many weeks so that over time, the layout unfolds into a bigger conversation about the brand as a whole,” says Haenes.
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Before branding your store, advises Haenes, “Think very carefully about what you want it to say. Don’t spend much money until you’ve gotten that far. The process of determining who you are as a brand is one of the most important things you will ever do as a business owner. Take your time. Branding should feel authentic and intentional.”
At the end of the day, she counsels, “Your brand isn’t what lines you carry or what equipment you have. Your store is the brand; your service, your employees, your image and how you choose to show yourself to the world. That will be the lasting impression.
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