Jamaica Optical, NYC

Contracted work made for Robert Gerov Media

Jamaica Optical is a one-stop shop that offers eye exams and fashionable sunglasses in New York City. Our goal was to create a hip fashion-forward web experience and social media presence that also served as a platform for eye health services. Our main target were trendy young adults interested in the brands the client carries. I was contracted to art direct and produce the entire project from strategy to production as detailed below.

The Brief

Create a website and social media presence to showcase the client’s latest collection of sunglasses and promote eye health services.

The Challenge

We needed to interact with and attract a young hip crowd while also having a professional presence as a health service provider. This meant balancing two seemingly distinct objectives into one.

What I did

I produced the entire site and art directed the digital brand strategy and identity including; research, brand persons, wireframes, mock ups, UI and graphic elements and social media posts.

The Solution

We created a minimalist, fashion forward brand identity for web, mobile and social media platforms. The website served as a resource for both designer sunglasses and eye health services.

Research & Development

After receiving the brief from the client, my first step was to research the current competition to get develop a full understanding of the current market. I also researched the target audience and the sunglasses industry to better understand relevant design trends and visual language. By understanding the client’s and the user’s needs, I can identify specific problems and create informed solutions.

Strategy

Empathizing with the target audience is crucial in developing a product that speaks to them in their own language. I produced brand personas and mood boards to create a relatable experience with our target. Now we had a trendy, cool and collected direction to match with the goals of the client.

Site Map

Site maps help to organize the user’s and client’ needs in the form of pages and their distribution. Together with the client, I identified the necessary pages where content, products and forms would live.

Wireframes

Wireframes are the blueprint of any construction. This is where we make structural decisions & layout the content. This includes the placement of products, promos, forms, CTAs, etc.. After a few revisions, we got the framework down and were ready to go into production.

Art Direction

I created a brand identity that was trendy, professional and bold. My reference was Barbra Kruger meets 90’s Calvin Klein. I used black and white photos that were nostalgic of former fashion campaigns and clean white space to give it a medical feel. I sourced images of multi-ethnic models and used relevant language during the Black Lives Matter movement.

Mock Ups

After finalizing the wireframes I apply the content and branding elements to create high-fidelity mock ups. This is where the strategy and graphic design meet. Once I finish arranging the graphic elements, I send it to the client for final approval. Once we test the site and make any last adjustments, I constructed the website myself.

And Voilà!

We created a minimalist, fashion forward brand identity for web, mobile and social media platforms. The look and feel is hip and relevant with the targets values. The website displays designer sunglasses and provides eye health services.

VISIT THE WEBSITE

Social Media Deliverables

I created banner artwork and a series of posts to promote eye care services and the latest sunglasses in stock.
All work done with Social Pilot.

Other Case Studies

BB Tax & Advisory - Personal and business tax services.