SUNY Optometry
Developing a New Vision for the College of Optometry
MEDIA: Branding | TV/Video | Collateral | Website | Intenational Fundraising
LANGUAGES: English
SUNY College of Optometry engaged DCF to modernize its corporate identity and establish a cohesive brand that reflected its standing as a leading academic and healthcare institution. The challenge was to bring its three core missions of education, clinical care, and research together under one recognizable identity while communicating effectively with students, patients, professionals, researchers, and donors.
The Challenge & Strategy
DCF developed a consistent visual approach across the institution's communications, extending the new identity through typography, color, graphic elements, and messaging. The cohesive design established a recognizable brand across academic, clinical, institutional, and fundraising materials.
Brand Identity & Development
DCF created a distinctive new logo inspired by the phoropter, a familiar and instantly recognizable instrument associated with eye care. This simple, accessible design became the central element of the brand, featuring three interconnected rings, symbolizing the institution's three essential functions. The identity was extended across all areas of the institution, including the University Eye Center and its Center for Vision Research, uniting its distinct entities under one cohesive brand.
Brand Guidelines & Standards
DCF extended the new identity across annual reports, brochures, marketing collateral, documentary and fundraising videos, and a completely redesigned website. Designed, written, programmed, and launched by DCF, the website serves the college's diverse audiences, including the University Eye Center's 80,000 patients, and houses extensive educational and research resources. DCF's branding and fundraising efforts also reached international audiences, expanding the college's visibility and strengthening its identity well beyond NYC.
Integrated Campaign & Brand Rollout
