Clarity Eyecare

Diamond-inspired identity and a clean, upscale site

WHAT WE DID:

Brand Strategy • Visual Identity • Art Direction • Print • Squarespace Website

SECTOR:

Corporate (Healthcare/Optometry)

Close up of a woman with happy eyes wearing standout eyewear in a raincoat that is covering half her face, her hair is over her forehead and she is wearing her hood, there is a geometric overlay on top

Clarity Eyecare is the second practice founded by Dr. Harbir Sian and Dr. Harleen Takhar. They asked us to create a brand that reads premium and crystal clear at every touchpoint, building on the success of their first practice, High Street Eyecare.

Clarity Eyecare logo which mimics the look of a perfect cut diamond viewed from the top down made in a lineart fashion

The Problem

  • Express “clarity” in a way that feels distinctive and upscale, not generic.

  • Build a visual system that is legible in small spaces (labels, cards) and strong at large scale (signage, hero imagery).

  • Ship a simple, fast site that matches the brand’s precision and is easy for patients to use.

Our Approach

Lead with a single, memorable idea, then systematize it.

  • Core metaphor. A top-down view of a perfectly cut diamond becomes the brand’s organizing shape for icons, frames, and layouts.

  • High-contrast palette & type. Predominantly black and white with an ultra-legible sans for copy so the brand literally reads as “clarity.”

  • Logotype craft. A refined wordmark set from a Hoefler & Co. type family gives the identity a quiet, premium tone.

  • Web, kept simple. Clean navigation, generous space, and direct CTAs for booking, services, and location.

Clarity Eyecare business card with diamond logo and a black strip at the bottom with the ODs name, Harbir Sian

What We Made

  • Identity system built from the diamond motif: logo/lockups, pattern tiles, icon grid, color, and type rules.

  • Website design & development with readable typography, large contrast, and clear “Book an appointment” pathways.

  • Print & in-clinic pieces (business/appointment cards, simple signage) produced with Finoprint.

  • Usage guidelines so the team can keep layouts crisp and consistent.

Clean website homepage on a MacBook Pro celebrating the opening of Clarity Eyecare with a macro visual of a phoropter

Outcomes

  • A brand and site that explain the model in seconds and channel visitors to action.

  • Lower friction for first appointments via a clear mobile booking entry.

  • Content tools the team can use to educate employees and HR (FAQs + mobility blog).

  • Professional yet fun brand and website that resonated with enterprise employers, resulting in long-term engagements with large corporations, including Expedia, Electronic Arts and Trulioo.

Project Facts

Client: Clarity Eyecare (Surrey, BC) — founded by Dr. Harbir Sian and Dr. Harleen Takhar.
Role: Visual identity, art direction, website design & development, print production coordination
Platforms: Marketing site with booking pathway, program pages, FAQs, and blog

Related Work We Have Done

Modern, well-lit living room and dining area with beige sofa, black coffee table, white dining table with four chairs, kitchen in the background, and decorative items including a lamp and plants.

T.M. Crest Homes →

Brand platform and website built for repeatable launches.

Silver Valley Metals red “S” mark and wordmark on dark topographic pattern—mining company brand identity

Silver Valley Metals →

Brand strategy, identity, and an investor-ready website

Office Health & Wellness Group geometric brand pattern with multicolour star-knot icons on green

Office Health + Wellness Group →

Brand and website for in-office care people actually use.

Previous

Movement Group (Case Study)