Care
Advanced eye care
Comprehensive exams, retinal imaging, dry-eye care, and clear guidance for patients of all ages.
Boardwalk Eye Care · Brand and website
A Cambridge eye-care institution, reframed.
A new identity and digital experience for an independent practice rooted in Downtown Galt since 1979.
Brand reveal
From optical boutique to a complete eye-care identity.
Before · Homepage
boardwalk.eyecare
Measured results
The numbers, updated monthly.
Instagram performance · Last 90 days
Results since launchUpdated monthly
Views
Reach
Content interactions
Link clicks
Profile visits
Follows
Source: Instagram Insights · last updated August 2026
- Client
- Boardwalk Eye Care
- Location
- Cambridge, Ontario
- Engagement
- Brand identity and website
- Established
- 1979
The opportunity
When Dr. Sarah Fong took ownership in July 2024, Boardwalk was beginning a new chapter after more than four decades in Downtown Galt. The brand and website needed to honour that local trust while making the practice's advanced clinical care, specialty expertise, and distinctive eyewear feel part of one modern experience.
What we shipped
- 01Brand strategy and positioning
- 02New logo and visual identity
- 03Content strategy and website copy
- 04UX and responsive interface design
- 05Custom website development
- 06Online appointment-booking integration
- 07Service, eyewear, team, and insurance pathways
- 08Local search and location-focused content structure
The identity and experience
01, Positioning
Clinical precision, curated style.
The positioning brings Boardwalk's two strengths together: careful, full-scope optometry and a boutique point of view. The result speaks to families who want clearer answers as well as people looking for eyewear with character.
Expertise
Specialty vision
Myopia management, Ortho-K, and precision contact-lens fitting presented in approachable language.
Style
Distinctive eyewear
Independent frames, one-to-one fitting, and lenses cut and finished in Boardwalk's on-site lab.
02, The Landolt C
A clinical cue, made ownable.
The concept begins with the Landolt C, the open-ring symbol used to test visual acuity and orientation. Its optical logic is translated into Boardwalk's gold horizon and reflected navy lines, creating a mark that feels clinically grounded, local, and distinct from a generic eye icon.
03, Color and typography
Two offers, one recognizable system.
The dual sub-brand hierarchy keeps clinical eye care and the optical boutique visibly related without making them identical. Boardwalk Navy leads the care experience; Amber Wood Gold takes a stronger role in retail and event moments. Cormorant Garamond supplies editorial warmth while Montserrat keeps service information precise and easy to scan.
Boardwalk Navy
#203147
Trust and structure
Amber Wood Gold
#C4923A
Warmth and emphasis
Clear White
#FFFFFF
Clarity and space
Navy-led clinical hierarchy
Boardwalk Eye Care
Gold-led retail hierarchy
Boardwalk Optical Boutique
Display
Cormorant Garamond
Expert eye care, exceptional eyewear.
Supporting
Montserrat
CLINICAL PRECISION · CURATED STYLE
Expert eye care, exceptional eyewear.
Advanced eye care for every age, paired with distinctive frames and personal guidance in Downtown Cambridge.
04, The website
Built around what patients need next.
The website turns a broad clinical and retail offer into a calm, guided journey. Patients can understand the right service, meet the team, check insurance details, and move into online booking without losing the character of the practice.
01
Service-led navigation
Clear paths for eye exams, dry-eye treatment, myopia management, Ortho-K, and curated eyewear.
02
Online booking
Appointment calls to action stay visible across the experience and connect directly to booking.
03
Trust at every step
The team, clinical technology, patient reviews, and insurance guidance answer questions before a visit.
04
Local by design
Downtown Galt history and practical Cambridge location details are woven into the content structure.
Connected campaign · Tom Ford trunk show
One event, run as one connected flow.
The brief was to build qualified local interest in a Tom Ford trunk show and carry that interest all the way from first impression to the in-store event. That meant treating creator outreach, media, the landing experience, event delivery, and follow-up as one system rather than five separate tasks.
The brief
Turn a premium retail moment into local demand.
Boardwalk needed an event campaign that could introduce the collection, give prospective guests a clear reason to attend, and make the in-store experience feel consistent with the advertising that brought them there.
01
Influencer outreach
We sourced and briefed creators whose audiences aligned with the event, while keeping deliverables and usage expectations clear from the outset.
02
Meta ads
Local paid campaigns extended the event beyond creator audiences and tested which messages could move people from awareness toward intent.
03
Landing page
A focused event page connected the campaign creative to the practical details and next step without sending visitors through the full website.
04
Event execution
Creative, guest experience, and on-site details were coordinated so the physical event delivered on the promise made by the campaign.
05
Post-event follow-up
The follow-up kept interested audiences warm, carried useful conversations forward, and gave the team a clean view of what to improve next time.
The honest finding
Attention was not the same as event intent.
The debrief exposed a cold-audience mismatch: broad prospecting could generate reach, but too many people lacked the local intent or familiarity needed for a premium in-person event. The next iteration should separate warm retargeting and high-intent local segments from broader awareness, begin the nurture window earlier, and make the event value more explicit before asking for commitment.
As an optometrist, I want every visit to feel precise, calm, and personal.
Dr. Sarah Fong
Owner and Optometrist
The live experience
- Advanced eye care and curated eyewear now sit inside one coherent digital story.
- Core service paths make comprehensive exams, dry-eye care, myopia management, and Ortho-K easier to understand.
- Online booking, direct-billing guidance, clinic hours, and contact details are visible at the moments patients need them.
- The practice story connects its 1979 Downtown Galt roots with the new chapter that began under Dr. Fong in July 2024.
