Falls family

eye care

Bringing a modern optometry practice online

A large mural of a human eye with blue color, surrounded by flowing smoke-like design in shades of gray and black, with two black hanging pendant lights above.
Professional photography for branding project
Colorful gallery wall featuring animal artwork, including a dog with glasses, a tall dog, and an animal with glasses, in a well-lit room.

PROJECT

Falls Family Eye Care had an updated clinic but an outdated website that didn't match. The project: refresh the brand, create comprehensive guidelines, and build a website that would rank locally and reflect the quality of care patients experience in person.

PROCESS

01. Discovery The existing brand had equity but felt outdated. Consultation revealed that the real problem wasn't the logo—it was the lack of cohesive brand standards and a digital presence that didn't match the clinic's updated facilities. Patients were getting two different first impressions.

02. Brand Foundation First Rather than jumping to the website, brand standards were developed as the first deliverable—logo refinement, color palette, typography, photography direction, tone of voice. This created a decision-making framework for everything that followed.

03. Photography & Website Shot on-site photography to replace stock imagery and capture the clinic's actual atmosphere. Built the website on Squarespace with local SEO baked into the structure from day one—site architecture, content hierarchy, and keyword optimization handled as part of the build, not an afterthought.

results

#1 rankings for primary local keywords, 80% engagement increase, 20 new reviews within the first month of launch. Brand standards now used across all touchpoints. Ongoing relationship for periodic support.

DELIVERABLES

Full rebrand

Brand standards guide

20–30 on-site photographs

Fully responsive Squarespace website

Platform training

WEBSITE

Site as delivered below. See the live website.

(See the before)

Jennifer Price | Brand Strategist & Creative Director | Building Brands That Resonate and Drive Results Greater Minneapolis-St. Paul Area

DELIVERABLES

Brand guidelines document for Fall's family eye care and vision therapy, featuring an artistic eye design with flowing eyeliner and two hanging pendant lights in the background, for the year 2025.
Collection of logo designs for Falls Family Eye Care & Vision Therapy, featuring a stylized eye icon with lines and text variations.
A color palette chart with six colors: Cream, Walnut, Onyx, Slate, Silver, Rust, and Azure, each with their HEX codes and RGB values, accompanying a description of the colors and their use in a professional design context.
A font style guide with examples of typography choices, including headings, subheadings, and body text in different font styles and sizes.
A webpage titled "BRAND VOICE & TONE" with two sections. On the left, a photo of a stylish, modern interior with a large eye mural, a reception desk, and lounge seating. On the right, an eye examination phoropter with multiple lenses and adjustment m
A detailed collage of photography style guides, illustrating textured, sophisticated, minimal, and moody styles with images of interior design, textures, and equipment.
Interior of an optometry office with a large eye mural on the wall, a reception desk, seating area with sofas, and multiple light fixtures hanging from a decorative ceiling.
An optometry examination room with an eye exam chair, optical equipment, a computer workstation, and decorative wall art.
Concrete wall with embedded metal rails.
An interior view of an eye care store with brick walls, display panels of eyeglasses, and a table with chairs near large windows. Design lights hang from a patterned ceiling, and there is a large window showing outdoor trees and parked cars.
Wall mural of an eye with black eyelashes and a blue iris, with abstract smoky gray and white surrounding it, and two black pendant lights hanging above.
An eye examination phoropter with multiple dials, lenses, and adjustment knobs used to test eyesight.
Medical examination room with a computer, eye testing equipment, framed diplomas on the wall, and posters related to eye health and optometry.
Modern chandelier hanging from a high ceiling, two large windows, and a tall potted Monstera plant in a lobby or waiting area.