Sporteyes, or a sight for Sporteyes, is an almost 30-year-old brand based in Portland, Oregon, specializing in sports and recreational eyewear with a focus on educating people to protect their eyes by wearing proper eyewear. And facilitating proper vision in sporting activities by providing sports prescription glasses.

Initially, this started just as a website redesign project, but during the discovery, it was evident that the problem was much deeper and that just a new website might not solve it.

The current identity didn't do justice to the brand equity Sporteyes had built over decades. & so most of the new generation customers were choosing to buy from the newer, competing brands.

So we decided to refresh the brand identity to be more in line with modern times without sacrificing the trust and loyalty they had built with their existing customers over the years.

At the core of Sporteyes original Identity was their logo, which was based on
the iconic Mount Hood (Portland, OR).

For the refresh, I decided to flip it 180 degrees, literally.

We based the new logo on the northern face of Mt. Hood (instead of the south face from the original logo) to make it more recognizably identifiable, and since the north side was more of a hub for sporting activities,.

The new wordmark also carried forward some elements from the original one.

The whole new identity system was built by evolving the original orange and blue palette with some new gray shades to modernize the visuals.

The font system and visual elements were made from scratch.

I also designed a rough Hi-Fidelity wireframe for their e-commerce website to ensure the credibility of the new palette & typography system.