The Vision Council (TVC) needed to...well, update its vision. After decades of marketing eye care and eyewear to consumers, its focus shifted to supporting members. But how? What could The Vision Council provide that member companies — from eyewear manufacturers to optical labs, to retailers — couldn’t do themselves?

I went to work and created a dynamic new brand identity — more than a logo, it’s a guide for how the brand behaves to meet those member needs. I helped develop the logo and oversaw the brand buildout and identity guidelines.

A visual solution for a single organization that accommodated seven sub-brands was not easy to achieve. I gravitated towards the concept of light rays and refraction, using color to differentiate TVC’s different divisions. I developed a series of colorful patterns that mirror the refracting Vs in the logo mark.

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