BRAND SYSTEM & WEBSITE DESIGN
A brand system and website for an eye care practice in Bend, Oregon, built to feel premium but approachable, and precise without ever feeling clinical.
CLIENT
Infocus Eye Care • Bend, OR
MY ROLE
Brand system, art direction, web design
BRAND KEYWORDS
Precise · Warm · Timeless
01 — The challenge & the approach
Holding the balance
Infocus offers advanced care like laser vision correction, but didn’t want to feel like a sterile surgical center. The brief came down to four tensions. Here’s where the brand landed on each, and how.
Click a row to see how each balance was struck.
Infocus Eye Care
Color palette
Cool blues, warm accents
Click a color to open it