Our client Wake Forest Baptist Health acquired some optical stores in the Winston Salem Market. We did not want to brand them Wake Forest because we felt the majority of consumers would not embrace buying glasses from a hospital system.
We felt like they needed a cool name but also one that had a presence to it. Wake Forest is the region's premier Academic medical Center in the region.
We landed on the name PEER with the qualifier OPTICAL underneath. We took inspiration from a tumbling E eyechart and the logo at a glance points you to the eyewear category. We think it passes the eye test and the brain test.