Client :
Doyle
Services :
Brand identity
Brand rollout
Print design
Packaging
Signage and environment design
Illustration
Doyle, optometrist & optician
Doyle was founded during the Christmas season of 1978 in the Montréal district of St Henri by Optometrist Luc Doyle. The storefront on Notre Dame St. is open to this day and Doyle continues to be a family-run company. With 19 locations across Québec today, Dr. Doyle’s original vision for the company remains intact : to be of value to the neighbourhood and of service to its residents.
Over the years Doyle has remained steadfast in its commitment to made-to-measure eye care and has always understood the unique role eyewear plays: at once a utilitarian accessory and a style statement closely bound to one’s identity. Uncompromising on both fronts, Doyle’s customer care is matched only by the tireless sourcing of the latest and most interesting emerging eyewear brands in the world, including its very own Atelier78.
Visual identity
A revision of the logotype, typography choices, graphic elements, and color palette to better align with the new overall strategy.
Atelier78
Redesign of the logotype and all graphic elements for Atelier78, a collection of eyewear frames designed by Doyle’s opticians and offered in-store at an affordable price.
Architecture & Environmental Design
Aiming to offer a more boutique-like and less clinical experience, the store environments were redesigned by L’Atelier Zebulon, focusing on creating comfortable, contemporary, and minimalist spaces that support the customer throughout their journey.
The signage was carefully designed to integrate seamlessly into the space. It serves to guide customers through their in-store experience while also communicating key brand values such as quality, craftsmanship, and transparency.
Printed material
Following the brand overhaul, all of the brand’s key tools intended for both opticians and customers were redesigned. These included: a presentation guide for the different types of lenses, eyewear delivery boxes, a warranty brochure, a price list, a presentation folder, and more.
Brand rollout (2019-2024)
In the five years following the brand overhaul, I led the art direction and design for the full rollout of the brand. I had the opportunity to contribute to the creation of numerous print, digital, and promotional materials, as well as several campaigns that allowed me to collaborate with various photographers and illustrators.
Credit :
Brand strategy by Christina Brown
Art direction & graphic design by Vanessa Pepin
Boutique design by Zebulon Perron
Product photography by Les Garçons
Boutique photography by David Boyer