Robbins Eye is an eye care facility located out of Webster, NY with an additional office in Hornell. While they offer a variety of eye care services, their largest and most popular option is lasik eye surgery.
August 2019 – Present.
The initial months were slow as they were starting to find where they wanted to go. From April 2021 to July 2021, we worked on redesigning their website.
I played a part in every aspect of their brand refocusing including campaign concept & development, initial site planning, site design, and site development. I continue to support them on a creative front for social content.
Initially Robbins Eye had come on as a digital marketing only client, only wanting to do search and very basic organic. However, as time went on, they wanted to see what kind of creative we could offer them for social, display, and retargeting. After many initial positive reactions from the client, they came forward asking if we could take on the task of bringing their hard-coded and very unresponsive website into the modern age. While it was going to take a bit of design magic and trickery, we were able to take on the task.
When it came to building the website, we had to deal with the tricky situation of a “clingy” developer who made their original site and didn’t feel too keen on having the site taken away from them. So while we were designing and developing for Robbins Eye, we had to really fine step how we were going to finally transfer ownership of hosting from them to us.
To really push Robbins Eye’s brand image, we wanted to hone in on what made them unique and what they wanted people to know. Well, as lasik was the primary selling point with a younger target audience, we targeting into the more modern aesthetics with fun, bright colors and layered imagery. we expanded their color palette for this, but they really enjoyed what we were able to do.
While diverging a bit away from what their social had evolved into, we kept it in the same vein by making sure the site was light and bright and used the Robbins Eye brand as much as we could.
Robbins Eye’s evolution of brand has been an interesting one and one that we’re still working on with them. And while some of it is still a work in progress, we were able to very carefully transfer their previous developers rights to us and was able to bring new life to this very important eye care facility.
Healthcare isn’t always the most glamorous field to work for, but it is one that I get a lot of pride out of working with. Not only was our contact one of the most understanding and pleasant people I’ve had the chance to work with, but they are always open to new ideas for their brand, features, and campaigns. This kind of flexibly and ability to see this home-grown facility turn into something well known is its own kind of rewarding.
Apr 2016 – Sep 2016
Assisted art director in making creative assets to be used by the internal team and website for publishing. Developed mostly informational-based graphics and supporting materials.
Aug 2018 – Nov 2019
Worked as freelance designer and consultant for the marketing department. Assigned various creative projects for assets used for clients and trade shows. Developed campaign ideas for the marketing team to pitch internally and helped development after approval of concepts.
May 2017-May 2019
Rochester, NY, USA
Teamed with other student designers and our department on digital and print design related to student events and information.
eSports / Entertainment
May 2019-May 2020
As Graphic Designer, I helped set up and standardize the creative used by all aspects of the team members and managers by developing internal brand standards, file structures, and design request system. Continued design requests for team upkeep and maintaining established standards.
As Creative Director, I worked closely with the senior management team to bring on new creative talent to flesh out design and marketing team needs. Became checkpoint for all creative deliverables and mentored design staff through projects and internal processes. Developed high-level concepts for promotional needs, internal management, and external events.
July 2019 – Present
Syracuse, NY, USA
Working with the design team on internal creative, client advertisements, website projects, and large-scale client campaigns. Assisted in establishing standards for web accessibility in client projects and was routinely brought in to give design advice on creative requests. Dedicated to user experiences across all aspects of the advertisement experience. Worked on all parts of the web development process from wireframe & sitemap to CMS build and dev guidance.