Our good friend, Dr. Aaron Chiam and his business partner Dr. Cleo Yeh are opening their first optometry clinic in Fall 2019. It was exciting to help them define their vision and goals. In our discovery session, it was clear that they wanted to be patient centric and the optical store was to facilitate the eyecare. Their approach to which brands to carry is heavily influenced by this philosophy. Sigma's brand is about practical, effective eyecare with subtle fashion. Our approach was to visually represent this principle in our design.