Visionist curates and sells luxury, designer eyewear and optical services. Barrel worked with the team to create a new brand identity and a unique customer experience to shop for eyewear online.

The first step of our work together was to establish a name for the new brand. Through our in-depth naming strategy, we analyzed the landscape to uncover areas of opportunity, generating dozens of options that supported the story and how the brand could come to life.

Once Visionist was selected as the name, we created a brand identity inclusive of a logo, color palette and tone of voice, all of which was supported by creative direction for photography to create a cohesive set of product, lifestyle and supplemental imagery.

One of Visionist’s goals was to create a unique and revolutionary way to shop for eyewear online. We created an unparalleled digital shopping experience to help connect customers with trained Visionists to get expert style, fit, and prescription recommendations. Appointments can be scheduled directly through the website’s live chat feature or by booking an appointment in advance.

For users who prefer to guide themselves through their optical journey, the website offers a Virtual Try-On feature for a select number of frames, as well as a Digital Stylist, which generates a customized assortment based on a series of preferences that the user submits.

To create a cohesive digital experience, we also worked together to create a new email automation ecosystem for Visionist that helped continue to tell the brand’s story and approach to eyewear. 

Knowing luxury purchases might take more time, our team strategized about optimal send frequency and created bespoke designs to keep customers browsing and engaged with the site. 

Check out and experience the website here.