Topology was shifting from a straight-to-consumer business that primarily sold custom glasses, to a B2B platform that provides digital measurement and virtual try-on technology. Our job was to completely overhaul the brand to reflect the shift in their business model. We helped create an image that portrays precision and advanced technology in order to make them more approachable to the biggest businesses in the world of eyewear.
For Topology to elevate itself within the massive optical industry, our research and brand discovery sessions led us to believe their visual identity needed to convey the technical precision and attention to detail, that's found in their software. With that foundation, we made decisions about colors, fonts, photography, patterns and illustrations that transformed Topology from a fun, creative looking brand to the serious, tech-forward brand that you can see in these examples.
One of the challenges with telling Topology's story was that they are building something quite novel to the industry. That meant we didn't have much foundational knowledge to lean on when communicating with potential customers. Therefore, when building marketing materials—most importantly their website—we used a combination of text, static images, and quick animatics to both explain what their technology does and how it could benefit customers.
