Connect with us

Brand Portfolio

This Philly Eyecare Business Sends a Message With Its Branding…

It lets patients know they ‘give a crap’!




TWO DECADES AGO Innervision, a Philadelphia optometric practice and eyewear boutique, developed a timeless logo in an eye-catching white, blue and black color scheme that has continued to serve as the cornerstone of the business’s strong, stylish branding as it expanded to three attractive locations in the city. “It was a great investment,” says owner Cliff Balter.

The look was designed to be “clean, organized, sophisticated and approachable,” he says, and it was arrived at intentionally. “We are mostly a boutique selling independent frame brands. A lot of times, shops like ours will carry collections that are way out there — frames that most people wouldn’t wear. We are focused on easy to wear, yet very high quality. So I think the clean, organized, but sophisticated feeling that our branding gives lines up well with the products we sell,” he says.

The branding and color scheme can be found on Innervision’s exterior signage and windows, as well as in the office color scheme, and on business cards, cleaning cloths, cases, spray bottles, the website and, to a lesser extent, its social media. “We sometimes use a blue bubble kind of coming out of a corner somewhere,” says Balter.


The inspiration for the branding was simple. “I personally like things to be clean, organized and sophisticated, so I feel good that my brand is similar to my own sensibilities,” he says, adding that a freelance designer has been working with the company for many years now to ensure a consistent feel.

Balter has a clear, strong message to other eyecare businesses on the topic of branding and the importance of giving yourself a visual edge. Start by showing that you care, he implores — it’s about a lot more than just looks. “Give a crap about your image or it will just look like crap. Warby Parker exists mostly because there’s too many of us that don’t care enough about image.”




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