Clearview Optics — Eyewear & Eye Care Website

Challenge

Clearview Optics is an independent Portland optician led by an optometrist, competing against chains that rush patients through 15-minute exams. Its website needed to communicate the independent difference — 45-minute unhurried exams, honest frame styling, doctor-led care — while showcasing frames and driving exam bookings. The design had to feel sharp and minimal, like good eyewear: precise, confident, and unfussy.

Approach

We built a flat-minimal site: white backgrounds, midnight-blue and amber accents, Archivo headlines with tight tracking, and a pure-CSS hero — an eye chart with a hand-drawn SVG glasses illustration floating above it. The "20/20 starts here" caption ties the visual to the promise. Frame styles get their own SVG illustrations (Classic, Bold, Barely-There) with honest descriptions. The exam section breaks the 45 minutes into four transparent steps. The trust bar states the commitments plainly: doctor-led, unhurried, most insurance accepted. Insurance acceptance and same-week availability are stated plainly in the trust bar, because they're the two questions every prospective patient asks first.

Design highlights

The hero's eye chart — E, FP, TOZ, LPED in descending sizes with an amber highlighter on the headline — is instantly readable as "optician" without a single stock photo. The SVG glasses float above the chart at a jaunty angle. Frame cards use distinct SVG frame shapes per style. The midnight trust bar inverts the palette for authority. The exam timeline uses amber numerals on a clean rule. The midnight CTA band ("Your eyes do everything. Take care of them.") closes with warmth. Everything is geometric, precise, and confident.

Outcome

The site looks like the frames it sells: sharp and well-made. Visitors immediately grasp the independent difference — the 45-minute exam, the honest styling ("talked me OUT of the expensive frames") — and the booking path is frictionless. The pure-CSS eye-chart concept is memorable and ownable, giving a neighborhood optician a visual identity no chain can copy.