Create an Umbrella Brand to Strengthen and Modernise the Company’s Identity, while also Retaining the Loyalty of Longstanding Customers
Background
This optometry practice had two separate locations in the Wellington region, each with their own independent and long-held names and identities.
Previous attempts to create an umbrella brand for the business (to “Total Eyecare”) had created customer confusion, resulting in the a wider range of names for the business (including Black Gates Meek & Dong, Calver and Total Eyecare).
A Snapshot of the Old Branding
Marketing Services Provided
Black Gates Optometrists has a long and proud connection to its customers, having provided services in the Hutt Valley since 1937. Care and understanding were important aspects of helping this business move their brand forward.
1. Client Survey and Brand Audit
As a branding agency, our first step was to undertake a customer survey which we designed and delivered in partnership with the business owners.
The feedback from the survey clearly identified the issue of confusion over the company’s name. (The survey also highlighted other helpful operational and marketing opportunities going forward.)
This survey results led to a decision to fully rebrand the business. Before this could begin however and as a first step, the issue of the name of the business needed to be thoughtfully addressed. Clients currently knew the business by a variety of different names.
We provided advice on naming options, with “Black Gates Optometrists” subsequently selected to represent both branches. This was a significant move away from the individual identities of each location, previously “Calver” in Johnsonville, and “Black Gates, Meek and Dong” in Lower Hutt.
2. Logo Redesign
The logo for Total Eyecare had dated in terms of the icon shape, colour and font style.
It was also complicated. With the inclusion of the old names for both branches (Black Gates Meek & Dong in Lower Hutt and Calver in Johnsonville), there was no unified identity.
Existing logo
New logo
Using a similar colour palette to the old logo, but with a much cleaner and more modern look, the new design incorporates the initials BG and hints at the multiple circular lenses of a phoropter (a machine optometrists use to test eyesight).
Logo animation
We created two different logo animations, including this one, below.
3. Launch Campaign and Roll-out Schedule
Behind the scenes we created a launch campaign to guide Black Gates Optometrists in sharing their rebrand with their clients and the wider public.
Alongside the schedule of launch events, we produced a six month content calendar of events detailing all activities and content to be published before, during and after the launch.
4. Website Redevelopment and Rebrand
The next major piece of work was the redevelopment of the website.
Being much more than just a branding agency, following a full digital analysis and research of competitors in the marketplace, we built a new, search engine optimised website, incoporating the new branding. You can see this website here: blackgatesoptometrists.co.nz.
5. Public announcements
It was important to take the client’s existing customers with them on this journey, while also informing the wider public of the name change.
We wrote blogs about the rebrand and shared these on social media, on the client’s website and through email direct marketing campaigns. We also wrote an article for the Hutt News and prepared a smaller announcement for the Independent Herald.
6. Social Media Management
We repeated the rebrand messaging on social media and also promoted Black Gates Optometrists new online booking system, to encourage clients to book their appointments online.
About Black Gates Optometrists
Black Gates Optometrists is one of Wellington’s most trusted optometrists, first established in Lower Hutt in 1937. Their Johnsonville practise has been under their ownership since the early 2000s.
This optometrist has one of the largest selections of frames in the Wellington region and the team prides iteslf on investing in the latest cutting edge technology to provide the highest level of patient care.
Why Choose Synthesis Marketing?
Black Gates Optometrists appreciate our team’s ability to cover the full range of their marketing needs, including as a branding agency, and call on us whenever they require our assistance. As their outsourced marketing team we provide ongoing assistance to them with their social media messaging, website updates, copywriting and graphic design needs.
