Projects - Alexander Miller Opticians

A brand strategy for a small independent optician with big ideas!

Alexander Miller Opticians (AMO) started life as JO Taylor’s, a long established business with a distinctly elderly clientele. Its new owners knew that to achieve their ambitions they needed to assert their personality, their believe in excellent service as a way of life rather than board room talk that never truly sees the light of day. And they needed to carefully shift their primary audience.

Kelvin wrote their brand strategy based on the principle of “Making Alexander Miller famous!” It included a definition of fame that works well for a small business, currently with just one practice. And it doesn’t involve expensive research.

Having agreed the brand strategy Kelvin went on to engage design agency A Day In The Park to create AMO’s iconic identity, including the brilliant and apt brand essence of Love Your Eyes which has carried over to become integral to the identity.