Rebranding Linklater & Warren, an independent optician, with a unified identity, patient-focused website and tools to support long-term growth.
Sector
Retail
Services
Brand strategy
Brand identity
Printed matter
Photography
Video Content
Signage & Wayfinding
Copywriting
Website design & development
Overview
Linklater & Warren Opticians is a trusted name in optical healthcare, known for combining clinical expertise with a personal approach. With three well-established practices operating under separate names, we needed to consolidate everything under a single, unified identity.
The goal was twofold: to create a consistent and professional brand that reflected the quality of care they offer, and to lay the foundations for long-term growth and success. Alongside this, they wanted a new website and marketing assets to support their growth, build awareness of services like Visionplan and ultimately increase brand recognition.
Clarity was the key theme, both in the brand itself and in how it would be used. We created a flexible brand book to help their team apply the new identity correctly, and supported them with bespoke outdoor signage.
A brand fit for the future
We began with the rebrand that united all three locations under the Linklater & Warren name, replacing a fragmented naming system that had developed over time. The new logo and identity system captured the calm, expert care at the heart of their services, supported by a cohesive colour palette and distinctive graphic elements that brought consistency across every touchpoint. We kicked the project off with a workshop that brought together key people to dive into the brand’s essence, set clear goals and surface the insights that steered us forward.
A technical wordmark
With a shared understanding of the business in place, the design process moved on to the creation of the logo. Built around a typographic wordmark, it takes inspiration from the historical eye charts and optotypes used by opticians worldwide. The chosen typeface is a technical sans-serif that echoes the visual structure of the LogMAR chart, adjusted to function as a fully legible and distinctive display face.
A considered design approach
With the foundation built, the broader visual identity came together. We introduced a soft, restrained colour palette paired with straightforward, accessible typography to support a welcoming but expert tone. Key brand elements, including the eye pattern and bridge motif, were developed to represent care, clarity and continuity across all locations.
Photography and layout choices supported this direction. We handled the photography in-house, using natural light, real people and subtle framing to keep everything feeling grounded and human. These choices, along with the layout, shaped the look and feel of the website, printed materials and promotional content, helping the brand come across clearly and consistently.
Engaging content
We produced a modular promotional video, designed in three parts to allow the team to drop in third-party content when needed, such as brand partner videos. Custom photography was shot across all three locations, capturing the people, spaces and tone that make Linklater & Warren feel different from other providers.
Hand-painted signs
The practice fronts were finished with hand-painted signage by the brilliant Charlotte, whose trademark style brought just the right amount of character to each location. Her work added a thoughtful and distinctive detail that perfectly aligned with the rest of the brand, helping each site feel individual yet part of a whole.
Digital thinking
The website redesign was built with growth and flexibility in mind. Developed on our own TOTEM platform, the new site makes it easy for patients to find what they need, book appointments, and explore the full breadth of services on offer. Designed to be informative without feeling clinical, the tone and structure reflect the friendly, expert-led care patients can expect.
Our SEO specialists worked hard from the outset to ensure the site was both user-friendly and technically optimised. With strong foundations and a flexible back-end, it is a platform that can grow in tandem with the business.
Tools for everyday use
Beyond the brand and website, we designed a full suite of printed collateral for everyday use, including business cards, prescription pads, compliment slips and leaflets. The leaflets were purposefully designed outside of standard formats to feel more considered and distinct. Across all items, the coral tone became a unifying feature, bringing the pieces together as a cohesive expression of the new brand
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