Main Street Optometric | "Life on Main Street" Poster Campaign
When my husband opened his optometry practice in Bayfield, we were newcomers in a town where trust is everything. Before we could build belonging, we needed an identity — I designed the Main Street Optometric logo and brand mark, a clean wordmark paired with a distinctive teal "O," meant to feel modern and trustworthy without losing warmth.
And rather than advertising, we built belonging. I recruited local business owners and community figures as portrait subjects — paying them in beautiful eyewear — and displayed their portraits floor-to-ceiling in the store windows. People stopped dead on the sidewalk. "Hey — that's Ryan. I know him!"
Eventually, word spread and even visiting musicians wanted in, including the Good Lovelies and Ron Sexsmith. What started as a local business strategy became something the whole town wanted to be part of.
The lesson: make belonging visible, and let the community do the rest.
When my husband opened his optometry practice in Bayfield, we were newcomers in a town where trust is everything. Before we could build belonging, we needed an identity — I designed the Main Street Optometric logo and brand mark, a clean wordmark paired with a distinctive teal "O," meant to feel modern and trustworthy without losing warmth.
And rather than advertising, we built belonging. I recruited local business owners and community figures as portrait subjects — paying them in beautiful eyewear — and displayed their portraits floor-to-ceiling in the store windows. People stopped dead on the sidewalk. "Hey — that's Ryan. I know him!"
Eventually, word spread and even visiting musicians wanted in, including the Good Lovelies and Ron Sexsmith. What started as a local business strategy became something the whole town wanted to be part of.
The lesson: make belonging visible, and let the community do the rest.
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