A ray of sunshine. Bringing warmth to a brand beaming with good vibes.
Known for their in-store services and expert fitting, the friendly team at Shades Pier Optical takes the time to ensure a perfect match for each customer’s personality and features. They champion individuality and understand the importance of completing the look their guests are after. Providing personalized eyewear shopping experiences and optical care that fit their customers’ budgets and needs has become a hallmark of the Shades persona.
With its original location in Narragansett, Rhode Island (across the town’s beautiful state beach), Shades now occupies a second retail space in Providence’s bustling Fox Point area. To reflect this new growth, owner Tracey Cugno reached out to revamp the brand’s visual identity. A modernized mark, typography, color scheme, and geometric patterns breathe new life and personality into the brand.
Client: Shades Pier Optical
Services:
Strategy
Logo
Illustrations
Digital Branding
Advertising
POS Graphics
Custom illustrations were introduced to expand the visual language and engage the community—featuring landmarks and beloved meeting spots throughout Rhode Island’s capital and southside beach town. Aligning with the new palette and contemporary look, snapshots of locally renowned sites and experiences like WaterFire Providence, the entrance to Federal Hill, and the Towers along Narragansett’s shoreline evoke familiarity with locals while creating a sense of establishment for those new to the brand and area.
“After 18 years, my business was ready for a total brand refresh. Nelson came highly recommend and surpassed my expectation. He is a great listener, strategic, collegial, creative, talented and a great communicator. New logo, colors, original graphics, signs, stationary. The works! On time and all perfect!”
Tracey Cugno, Owner
All Work
All Work
Nelson Couto
nelsonpcouto@gmail.com
Massachusetts, USA
© Nelson Couto unless otherwise noted
