Opaque is a conceptual optometrist company with an identity inspired by optics. I developed the brands creative direction to focus on elements of opacity, transparency and blur through a circular lens motif. When this is combined with a bright and limited colour palate, there is a distinct hierarchy between elements. Visual heuristics relate to the company's mission to improve the vision of clients. This project combines creative direction, typographic logo design and 3D rendering to communicate the essence of the Opaque eyewear brand and its services across its range of frames and contact lenses.