Black Gates Optometrists

Background

This optometry practice had two separate locations in the Wellington and Hutt 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).

This rebrand ensured that customers clearly understood the relationship between the practices, while reinforcing the strength and heritage of the Black Gates Optometrists name.

A Snapshot of the Old Branding

The Challenge

Black Gates Optometrists had built a strong reputation over many years of providing high-quality eyecare. However, with multiple locations and legacy brand elements, there was potential for customer confusion.

They needed a clear and consistent brand that reflected their professionalism and experience, while ensuring their loyal customers remained connected to the business.

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 in Lower Hutt and Wellington 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.

What we did

Working closely with the Black Gates Optometrists team, we developed a brand that brought their practices together under one clear identity.

This included:

• Developing a clear brand strategy to support long-term growth

• Designing a new logo and visual identity

• Creating consistent branding across signage, marketing material, and communications

• Ensuring the new brand reflected the professionalism and heritage of the practice

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.

The Result

The rebrand provided Black Gates Optometrists with a strong, unified identity.

As a result:

• Customers clearly recognised the relationship between their locations

• The practice retained its loyal customer base

• The brand better reflected the professionalism and quality of care they provide

• The business now has a clear and consistent foundation for future growth

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.

Looking for Similar Results?

If you are looking for help with marketing strategy, website development, or improving your online visibility, we can help. We work with businesses across Wellington and throughout New Zealand to strengthen their marketing and support their growth.

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.