carolyn appelbaum designing for change 2012
When you hear
Brookside Optical... what do you think?
Let me guess... Brookside, MO vision eyewear glasses eye sight lenses
GENERIC >>
Similar competitors? LensCrafters Optical Shop of Aspen Target Optical Romanelli Optix Optical Innovations Toms
how is Brookside different from the others within the same context?
...the ZAG
The ZAG
Brookside Optical has the most unique and tre
hand-crafted, original, and made international technology that others do not provide.
When others zig, we ZAG.
endy glasses, that are
lly with in-store
Let’s start from the
BEGINNING
& I’ll show you who they are
supposed to be.
WHO’S THE GUY BEHIND IT ALL? this guy.
LEON BUTLER opened Brookside Optical in 1989. He realized there was a void in the Kansas City market for unique and custom eyewear. Leon became known throughout the area for fitting hard to fit people. Difficult prescriptions are a specialty and Leon found lens and frame lines made specifically for the strong prescriptions.
What you should think of when you hear “Brookside Optical” avant-garde playful hand-crafted eyewear unique custom
YES!
THE MISSION
Brookside Optical has the most exciting and unique selection of eye wear in the Midwest. We take tremendous pride in having a staff of opticians that are both licensed and certified. With our experience, we are able to fit and deliver products that are second to none in both style and quality. With our level of expertise, we can fit our clients with eye wear and lenses that are truly as individual as they are. We are the best at what we do, and your experience at Brookside Optical will be both enjoyable and satisfying. We invite you to visit one of our stores and see what people from 42 states and 6 Countries have already experienced.
WOULD YOU HAVE
GUESSED THAT?
Brief Overview What How Who Where Why
glasses shop with the most colorful, playful and exciting selection of eyewear in the Midwest
that provides a variety of conservative to edgy frames
for everyone
everywhere, but primarily in the Kansas City area who want to wear trendy glasses unlike those at doctor’s offices
When
in an era of individuality, customization, and trends
Their
primary audience is a wide
range of adults any age between 25-60. They think of Leon’s store as a reliable place to go and get personal attention and high quality frames with trendy styles. This is a place that is unlike any other. The product is not something you will find anywhere else and the service provided is excellent. They think that if you’re going to have to wear something on your face to help you see, might as well make it fun and fashionable.
Their
secondary audience
includes: Anne Et Valentin, Barton Perreira, Ronit Furst, Volte Face, Vanni, LA Eyeworks, Bellagio, Theo, Axel S. are all designers that supply Leon with glasses from across the nation as well as globally. Since there is nothing else like this and no one else selling these same designer glasses nearby or all in one place, people like to come to Leon and want to buy the unique styles.
CURRENT COMMUNICATIONS 435 South Magazine handouts events WHERE DO THEY DISTRIBUTE? subscribers women’s events facebook direct mail Opportunities
art festivals paint-a-pair cases shirts
Root Cause Analysis Most people aren’t going to Brookside Optical to buy their glasses. WHY? Because they have no idea who they are. WHY?
Lack of advertising. Not sure how they are different from the rest. Targeting a select market. Brand is confusing. No curb appeal.
Brookside Optical is the only... glasses shop that has the most colorful, playful and exciting selection of eyewear in the Midwest
That... provides conservative to edgy frames for everyone.
Complexity
Representation
Perceived Moment
Potency
loud/strong
Target Optical
LensCrafters
Optical Innovations
Optical Shop of Aspen
Toms Shoes
Romanelli Optix
dynamic Target Optical
LensCrafters
Optical Innovations
Optical Shop of Aspen
Toms Shoes
Romanelli Optix
Romanelli Optix
Optical Innovations
Optical Shop of Aspen
Target Optical
LensCrafters
Toms Shoes
minimal ornamental
real abstract
static
strong/weak
Romanelli Optix
Optical Shop of Aspen
Optical Innovations
Toms Shoes
LensCrafters
Target Optical
Time
Time Movement
Technology
Authenticity
Sophistication
cheap
Romanelli Optix
Optical Shop of Aspen
Toms Shoes
Optical Innovations
LensCrafters
Target Optical
original
Target Optical
LensCrafters
Optical Innovations
Optical Shop of Aspen
Romanelli Optix
Toms Shoes
Toms Shoes
Romanelli Optix
Optical Shop of Aspen
Optical Innovations
Target Optical
LensCrafters
Romanelli Optix
Toms Shoes
Optical Shop of Aspen
Optical Innovations
LensCrafters
Target Optical
traditional futuristic
retro avant-garde
high-tech hand-made
imitative
luxurious
LensCrafters
Romanelli Optix
Toms Shoes
Optical Shop of Aspen
Optical Innovations
Target Optical
“art on my face”
SOCIAL Buying these glasses makes me feel like I am wearing art on my face. I greatly appreciate the arts and feel like I have made my contribution to an artist hard at work.
“from across the world”
SPITRITUAL Brookside Optical gives people the opportunity to buy custom eyewear efficiently from across the world, with the technology and connections they provide.
“different from any other”
MENTAL When I go in the store, I have a wide variety of eyewear to choose from with different styles and colors. This makes me feel like I am designing my own unique pair that’s different from any other.
“customized lenses”
FUNCTIONAL Brookside provides me with customized lenses, even with my strong prescription, for a price even within my budget.
BRAND CODE
Visual Avant-garde
Product/Benefit Newer manufacturing technology now available in the United States has shortened the delivery time of these customized lenses from weeks to a matter of days, and reduced the price.
Positioning Brookside Optical has the most colorful, playful and exciting selection of eyewear in the Midwest. From conservative to edgy, Brookside Optical has frames for everyone.
Styling Conservative, edgy, playful, exciting, bold, unique, customized, international, handmade, trendy, avant-garde
Mission To give all people an alternative to generic eyewear, and provide people with the latest technology and trends internationally.
Vision That people would wear unique, custom eyewear proudly as a symbol of their own style and new vision.
Values It is reliable, trustworthy, hand-crafted, on trend, cares
unique eyewear
unique eyewear
unique eyewear
unique eyewear
unique eyewear
unique eyewear
unique eyewear
Quaver Sans Futura
unique eyewear
STOREFRONT
LETTERHEAD | ENVELOPE | BUSINESS CARD
MAGAZINE AD
BAGS
DIRECT MAIL POSTCARDS
12-4 pm
PAINT-A-PAIR
SATURDAY
DECEMBER {fifteenth} 3 styles unique eyewear
*Paint your own pair of unique eyewear inspired by designer RONIT FÜRST
7111 West 135th Street | Overland Park, KS | 913.239.0000
PAINT-A-PAIR POSTER
RSVP BY 12.1.12
y f t
unique eyewear about us
our team
designers
6935 Tomahawk Road
14130 West 119th Street
7111 West 135th Street
Prairie Village, KS
Olathe, KS
Overland Park, KS
913.384-3937
(913) 390-9300
(913) 239-0000
contact us
y f t
unique eyewear about us
our team
our story our mission
Leon Butler opened Brookside Optical in 1989. He realized there was a void in the Kansas City market for unique and custom eyewear. Leon became
what’s unique strong prescriptions. The technology existed for better vision, just not here in the United States. Leon developed sources for new lens products internationationally. He opened direct accounts with Carl Zeiss, and Rodenstock from Germany. Improved lens designs were made available from Pentax of Japan. Shamir manufactured new lens designs in Israel. Patients saw better than they ever had with these new lens designs. People often had to wait 4-6 weeks for these lenses to be made a world away. Newer manufacturing technology now available in the United States has shortened the delivery time of these customized lenses from weeks to a matter of days. This technology has also reduced the price of these lenses
Brookside Optical has always had beautiful and exclusive frame designs.
WEBISTE
designers
contact us
unique eyewear
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uniq
eye
wea
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unique eyewear
3 T-SHIRTS FRONT/BACK
overland park
olathe
prairie village
unique eyewear
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