Acorn Design worked on an identity redesign project for Retina Care Center that encompassed a new logo, web site, business system, marketing materials, advertising, and building signage.
Since January of 2000, Dr. Jeffrey Rinkoff has opened two office locations in Southern Oregon and one in Northern California. In the late summer of 2009, Dr. Rinkoff moved the main office into its own completely remodeled building tailored to meet the needs of Retina Care Center and its patients. At the same time, the practice welcomed Dr. Jason Lee to the staff.
With the growth and recent changes the center has experienced, it was an opportune time to reevaluate the identity.
Acorn Design met initially to discuss current and future needs. The old identity had served the business well, but it lacked real memorable graphic characteristics. It was determined that the new logo should be comprised of an illustrative mark that would pair nicely with the wordmark.
After performing a visual audit of the competition (local and industry related), Acorn Design made additional recommendations. The most common theme among examples was an eye graphic component. Of these, many were stylized in a similar manner, and none really rose to the top. Colors and typography were also reviewed, and it was clear that there was a great opportunity to set Retina Care Center apart by focusing on a simple mark with clean graphic qualities and good typography. This would lend the mark staying power, and help it stand out in a sea of eyeballs (there's a sight).
The chief goal was to arrive at a mark that identified Retina Care Center and evoked certain emotions. Literal illustration was less important, so the eye was simply used as an inspiration. In the end, if viewers interpreted the graphic mark as an eye, fine. It was more important for the mark to leave a clear and memorable impression.
Once the goals were established, Acorn Design used them as a guide to refer to at different stages of the project. The objectives helped spark the design process and keep it on course as concepts evolved.
Acorn Design presented initial concepts and discussed the possibilities of each option. Once a direction was established, Acorn Design created concepts for the business cards and flushed out other branding components. Elements created for the business cards were then extended to the business system, marketing materials, and advertising.
In conjunction with the business system, Acorn Design guided Retina Care Center through the web design and development process. Acorn extended the identity to the web site and built features specifically for the center's needs and web presence.
Acorn Design delivered a site with simple administrative tools that will allow the client to make updates to the site with relative ease.
Finally, Acorn Design lead Retina Care Center through a design and production process for building signage. Acorn developed unique signage concepts that mirrored the clean graphic qualities of the identity. Acorn Design gathered print estimates and coordinated with the fabricator to make sure the signs were built to exact specifications.
