A luxury vision care company changing perceptions of what eyecare can be.
Context: Line of Sight is a luxury vision care clinic, pushing the boundaries of progressive eye care with a sophisticated clientele. They were looking for a brand to help power expansion across the globe, operating beyond the cliches of optometry, into a creative realm that is more akin to the luxury eyewear brands they carry as part of their retail offering.
Solution: The answer for the brand was found in the sense of vision and clarity in the name Line of Sight. As a strategic grounding, we leaned into a proactive, holistic framing of their offering, which contrasts with the usual consumer relationship to their optometrist.
Creative Direction: We embraced the idea of ‘finding your focus’ as the through-line of the brand. Across every channel, we played with the unique creative device of visual blur, drawing attention to the actual experience of sight and seeing.
The website was designed to be both visually immersive and intuitively structured, with each page anchored by an arresting visual block and linear through-line that guides your eye down through the content.
