look. see. smile. blink vision kid

Focused Branding

Ryan Veatch, Doctor of Optometry and owner of Blink Vision in North Liberty, tells his staff that they only have one chance to make a first impression and one chance to make a parting impression on every patient.

“This is a highly professional place with a single goal: to delight our patients through the entire experience, from the moment they walk in the door to how we do our exams and find solutions,” he says.

With Blink Vision’s move to a larger space in StoneBridge Promenade, a new upscale business and retail center, Veatch wanted to make sure every customer impression and interaction with Blink Vision reflected his values.

After interviewing several marketing firms, Veatch says, he turned to FUEL for help in clarifying and strengthening his brand.

“I wanted to put together a comprehensive and consistent message to unify all the marketing aspects of the clinic,” he explains. “I appreciated FUEL’s flat organizational structure and the fact that they’re very nimble and were really interested in my business. They did a complete exploration of my situation and my competition and came up with appropriate ideas.”

Says FUEL designer Matt Kempel, “We wanted to invigorate the brand identity to fit the new environment and put greater emphasis on the quality customer experience. The look is contemporary and fun, but has longevity and appeal for people of all ages.”

The new brand is accurately positioning the clinic in the community, adds Veatch, who also tapped FUEL to plan the Grand Opening for StoneBridge Promenade.

“Instead of randomly generated projects, we have continuity through everything – our business cards, letterhead and other projects as we continue to grow. We wanted to build a big clinic and get all the pieces in place. We’re seeing a lot of growth at the new location with our Grand Opening and the marketing FUEL has done.”

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Bill Bollman
Creative Director

Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.

Hometown: West Union, Iowa
Involved in Design and Marketing since 1988
Interests: Fitness, Travel, Movies