Acuvue

Acuvue

Acuvue

Acuvue

UI / UX, Branding

Acuvue wanted to change their look and completely redesign their website to appeal to a younger market. The site at the time was over ten years old and didn't stand out from the competition. So we created a vibrant new look that would make them the visual brand on the market, made their content informative and easy to access, and set the standard for their competition.

Roles

Primary visual designer — I started working with Acuvue at the pitch phase and kept going through to launch. I was responsible for the brand look and feel, illustration, iconography, QA, photography, etc. 

Design Timeline

Design Timeline

Design Timeline

Strategy 
1

With a brand as large as Acuvue, the strategy and pitch phase of this project took a while. In this step, we developed a content system that would ensure that content was always broken down into manageable amounts, we planned how content would be delivered to users that needed it, and concepted visual styles that would help to inform while feeling credible but not stiff.

My first objective was to explore new ways, new elements, and new ideas for the learning platform. This process involved countless iterations, reviews, and reimaginations. It also involved creating a survey to test visual elements with students, teachers, and employees at General Assembly.

Developing a Design System
2

Once we had designed our content strategy it was time to design our content. I developed an illustration style for both icons and more detailed illustrations, established new rules around typography, photography, and color. Then we began building pages and trying to break our system, updating and improving upon it.

My first objective was to explore new ways, new elements, and new ideas for the learning platform. This process involved countless iterations, reviews, and reimaginations. It also involved creating a survey to test visual elements with students, teachers, and employees at General Assembly.

Design Implementation
3

The new Acuvue.com would be a massive launch, we would need to be mobile friendly, accessible, visual but not distracting. Our new brand launch needed to balance the personality of a fashion brand with the credibility of a medical brand. We launched the new Acuvue.com with over 40 pages of new content.

My first objective was to explore new ways, new elements, and new ideas for the learning platform. This process involved countless iterations, reviews, and reimaginations. It also involved creating a survey to test visual elements with students, teachers, and employees at General Assembly.

Branding

Site Design

Site Design

Acuvue is a visual product, therefore should be a visual brand.

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Color & Typography

Noe Display offers a fashionable and crisp look that pairs well with the simple geometric Graphik.

Colors
Noe-Display
Headline Typeface
AaBbCc-10-noe
Graphik
Subhead / Body Text Typeface
AaBbCc-10-graph
acuvue-brand3-min

Photography

Being limited to stock doesn't mean a lack of quality. We would focus on a range of subjects and keep the styling more warm and approachable instead of clinical.

Acuvue-Brand2-min
acuvue-brand1-2-min

Iconography

Taking cues from Graphic and Noe Display, the iconography took a more graphic approach using varied lineweights making the suite feel more unique and original.

ACUVUE-ICONS

Illustration

When working on instructional illustrations it's important to make sure you're very literal, but especially with the eye being the main subject it's also important to not be off-putting.

When working on instructional illustrations it's important to make sure you're very literal, but especially with the eye being the main subject it's also important to not be off-putting.

When working on instructional illustrations it's important to make sure you're very literal, but especially with the eye being the main subject it's also important to not be off-putting.

Group 41
Group 49
Group 52

How it Came Together

Site Design

Site Design

End Design

Acuvue_Main_2-min
Acuvue_Main_4_retina-min

Credits

Experience

Experience

This project couldn't have been accomplished solo, here's all the key players.

Graduated with top portfolio nominations and a Bachelor of Fine Arts degree in Communication Design.

VP Design Director

Aliza Adam

Digital Creative Director

Aaron Pederson

Senior UX Designer

Priscilla Osredkar

Director of Technology

Kamran Aslam

Ass. Director of Technology

Mike Nicosia

Illustrator

Kirk Wallace

Senior Art Director

Hyobee Kim

Senior Copywriter

Rebecca Antonucci