MaximEyes, a leading optometry platform needed to clarify its visual identity. They had been serving the eyecare industry for over 30 years, but their brand was dusty and unrefined, and their multitude of products had no visual cohesion. As a trusted software solution used by practices across the country, the brand needed to feel current, confident, and professional—while still approachable to busy eyecare providers.
Our goal was to refine the brand in a way that honored its long-standing reputation while positioning it for continued growth in a rapidly evolving industry.
The MaximEyes Logo and Swirl icon were optimized to be more usable and appealing.
We began by updating the logo to improve pacing, readability, and visual balance. The refreshed wordmark maintains the spirit of the original design while simplifying letterforms for better clarity at both small and large sizes. Subtle adjustments to alignment, spacing, and stroke weight help the logo feel more polished and consistent across digital and print applications. The result is a cleaner, more modern mark that performs reliably wherever it appears.
We analyzed the visuals of other industry competition, and found MaximEyes’s current blue to be a crowded chromatic space. Green, however, presented an opportunity to stand out. with that strategy in mind, we crafted a simplified approach with fresh greens and grounded neutrals give the brand a calm, confident and ownable color palette for the MaximEyes brand.
Finally, we developed a cohesive library of brand assets, including typography guidelines, application examples, digital templates, and UI considerations. These tools help ensure consistency across marketing, product screens, and customer communications. Together, the updated visual identity brings MaximEyes into clearer focus—strengthening recognition, improving clarity, and supporting a more unified brand experience.
