EYES ON FULTON

Empowering
the Vision

Client
Clean lines and a modern look with pops of color is how owner and optometrist Dr. Kaori Asano describes her medical office and glasses boutique. Eyes on Fulton is only a handful of optometry offices in the city that are woman-owned and operated therefore, Kaori prides herself in making a difference in the Fulton Market District in Chicago.

Opportunity
The old meat packing district just west of Chicago’s downtown was undergoing a major transformation in 2016. Gone are the warehouses and in their place, tech companies and corporate headquarters moved in. It is now home of Google’s Midwestern headquarters and McDonald’s global headquarters. Medical and other tech companies have moved in and with those come a strong millennial workforce. So when Kaori opened Eyes on Fulton, she knew that she would have to build a practice that suited the neighborhood.

Solution
Working with Bluetiful Design, Eyes on Fulton uncovered its audience, objectives and goals. We created a distinctive logo identity that included a logo, business cards, stationery and brand style guide. The unexpected logo identity uses both serif and san serif fonts creating a compelling juxtaposition. The two “O” letters are strategically stacked on top of each other to create a vertical eyeglasses icon that is unforgettable. To tie all the brand elements together, the business card features a unique spot varnish on the decorative pattern on the back of the card to maximize the contrast between matte and gloss surfaces. Pink was also selected as the pop of color throughout the brand environment and marketing materials.  

The result? Eyes on Fulton established the ultimate female-empowered identity in the marketplace. Eyes on Fulton has been featured in Voyage Chicago, West Central Association — Chamber of Commerce, Women in Optometry, just to name a few publications.