Brand restyling and local marketing strategy for a specialized optical center. Creation of a monogram logo merging the initial “M” with an eye shape, corporate identity development, and management of drive-to-store advertising campaigns with contests.<\/p>\n\n\n\n
Ottica Mangano is a specialized optical center based in Mola di Bari. The business needed an image renewal to reflect its medical professionalism and, simultaneously, a commercial push to increase in-store traffic (footfall) and build loyalty among local clientele.<\/p>\n\n\n\n
The heart of the rebranding project is the fusion between function (sight) and identity (the name). The visual concept is based on transforming the human eye, the universal symbol of optics, into a proprietary mark containing the founder’s initial, making the brand unique rather than generic.<\/p>\n\n\n\n
The new mark features the geometric stylization of an eye. The two outer curves define the eyelids, while the central iris is cleverly replaced by the letter “M”. The legs of the “M” connect with the lower curve, creating a harmonic monogram evoking precision and care for vision.<\/p>\n\n\n\n
The logotype is structured on two levels to maximize clarity. The wording “CENTRO OTTICO” is in a thin, light sans-serif font, positioned above the name “MANGANO”, which uses a bold, thick, incised character. This visual hierarchy immediately establishes the authority of the family brand over the service description.<\/p>\n\n\n\n
The image shows the use of a deep, almost petrol blue on textured paper. This chromatic choice moves away from overly bright colors, preferring a shade that communicates elegance, medical trust, and technology. It is a color that reassures the patient about the quality of lenses and frames offered.<\/p>\n\n\n\n
The restyling wasn’t limited to the logo. The new mark was applied to the store’s entire corporate identity: from glasses cases to microfiber cloths, to prescription letterheads. Every physical touchpoint was redesigned to convey consistency and attention to detail.<\/p>\n\n\n\n
I conceived and executed targeted mini-advertising campaigns. Starting from the creative concept study to the final graphic execution, each campaign had a precise goal. Visual communication was designed to be impactful on both local billboards and strategically distributed flyers.<\/p>\n\n\n\n
To transform visibility into actual visits, I implemented proactive marketing strategies. Organizing mini-contests and time-limited promotions, supported by engaging graphics, created engagement in the Mola di Bari community, incentivizing customers to physically visit the point of sale.<\/p>\n\n\n\n
The project included technical production supervision. I managed the print submission of all materials, selecting quality paper supports that enhanced the new design. This final control ensured that the colors and finishes of the advertising material were faithful to the digital project.<\/p>\n\n\n\n
The restyling gave Ottica Mangano a more modern and professional look, distinguishing it from local competitors. Marketing campaigns and contests generated a measurable increase in store visits, renewing the interest of historic clientele and attracting new targets.<\/p>\n","protected":false},"excerpt":{"rendered":"
Brand restyling and local marketing strategy for a specialized optical center. Creation of a monogram logo merging the initial “M” with an eye shape, corporate identity development, and management of drive-to-store advertising campaigns with contests. The Client: Ottica Mangano Ottica Mangano is a specialized optical center based in Mola di Bari. The business needed an image renewal to reflect its medical professionalism and, simultaneously, a commercial push to increase in-store traffic (footfall) and build loyalty among local clientele. The Concept: Personal Vision The heart of the rebranding project is the fusion between function (sight) and identity (the name). The visual concept is based on transforming the human eye, the universal symbol of optics, into a proprietary mark containing the founder’s initial, making the brand unique rather than generic. Logo Design: The Monogram Eye The new mark features the geometric stylization of an eye. The two outer curves define the eyelids, while the central iris is cleverly replaced by the letter “M”. The legs of the “M” connect with the lower curve, creating a harmonic monogram evoking precision and care for vision. Typography & Hierarchy The logotype is structured on two levels to maximize clarity. The wording “CENTRO OTTICO” is in a thin, light sans-serif font, positioned above the name “MANGANO”, which uses a bold, thick, incised character. This visual hierarchy immediately establishes the authority of the family brand over the service description. Color Palette: Technical Blue The image shows the use of a deep, almost petrol blue on textured paper. This chromatic choice moves away from overly bright colors, preferring a shade that communicates elegance, medical trust, and technology. It is a color that reassures the patient about the quality of lenses and frames offered. Corporate Identity The restyling wasn’t limited to the logo. The new mark was applied to the store’s entire corporate identity: from glasses cases to microfiber cloths, to prescription letterheads. Every physical touchpoint was redesigned to convey consistency and attention to detail. Advertising Campaigns I conceived and executed targeted mini-advertising campaigns. Starting from the creative concept study to the final graphic execution, each campaign had a precise goal. Visual communication was designed to be impactful on both local billboards and strategically distributed flyers. Drive-to-Store Marketing To transform visibility into actual visits, I implemented proactive marketing strategies. Organizing mini-contests and time-limited promotions, supported by engaging graphics, created engagement in the Mola di Bari community, incentivizing customers to physically visit the point of sale. Print Management The project included technical production supervision. I managed the print submission of all materials, selecting quality paper supports that enhanced the new design. This final control ensured that the colors and finishes of the advertising material were faithful to the digital project. Results & Achievements The restyling gave Ottica Mangano a more modern and professional look, distinguishing it from local competitors. Marketing campaigns and contests generated a measurable increase in store visits, renewing the interest of historic clientele and attracting new targets. […]<\/p>\n