Client:

Acuity

Scotland's Optometry Training Organisation

Brief:

To re-brand the Scottish Committee of Optometrists to best position the organisation for growth within their market.

Solution:

Following in-depth immersion in the organistion, including focus groups and strategy discussions with the organisation’s management committee, membership, and key stakeholders from the optometry profession, from a select number of name options presented, 'Acuity' was chosen. Meaning “sharpness or keenness of sight,” we felt it was best suited to the evolution of the organisation and its future ambitions.
 
For the visual identity, we worked from the existing brand pallet to help ease the transition to the new brand and support such a big name change. The simple use of the circle to reinforce the focused nature of the name giving the new brand a strong visual motif to support their visual identity through all their materials.