Overview
Optical Express is the UK’s leading private optical care provider and parent company to a growing portfolio of healthcare brands. My role as Graphic Designer sits across this wider group, creating work for Optical Express, ACES Eyecare, the Moulsdale Foundation, and a newer acquisition St Rollox Works.
This page showcases a selection of projects from my time within the group, spanning campaign design, digital & OOH advertising, print for events and internal communications.
Wake Up to Clear Vision
Developing a campaign from an initial poster brief into a wider cross-channel rollout.
One of my most significant briefs at Optical Express began with a request from the Marketing team for a new set of promotional posters. I developed the visual direction for the campaign, which was rolled out across point-of-sale posters outside clinics and nearby locations across the UK, Ireland and Germany. The fresh creative direction was then picked up by the Digital team, who asked me to adapt it for Google Ads Performance Max.
Posters
The initial brief was to create a fresh look for Wake Up to Clear Vision. I developed the visual approach around strong typography, considered layouts and a confident use of the Optical Express colour palette, creating a campaign that could work consistently across different locations and formats.
The creative challenge was tonal – elective surgery needs to feel premium and trustworthy, while still communicating a clear price point without feeling shouty. I leaned into strong type hierarchy, generous negative space, and a tight on-brand colour system to keep the work feeling aspirational rather than clinical.
PMax Campaign Performance
The digital arm became the Wake Up to Clear Vision Performance Max campaign, live since August 2025 and still in market. I designed and built the full static asset suite across square and landscape formats, created for Display, Discover, Gmail and YouTube placements.
The results have spoken for themselves. The two asset groups anchored by my imagery have driven approximately 52% of campaign conversions to date – a strong result for Performance Max creative, particularly for a campaign that has remained in market since launch.
Promotional Design
Creating branded communications across a range of customer touchpoints.
Alongside larger campaign work, I’ve designed a variety of promotional materials across different formats and environments – from exhibition stands and outdoor advertising, to roller banners and supporting promotional assets. Each required the same attention to brand consistency while adapting the design to its intended audience and setting.
Exhibition Stand Mockup
An exhibition stand produced for a live event in London, summer 2025 – translating the Optical Express brand into a physical event setting, taken from concept through to print and build.
Ireland OOH
A series of out-of-home ads rolled out across Northern Ireland and the Republic of Ireland – running on D6 screens and D48 sheet billboards. The campaign was targeted specifically at driving cataract bookings, putting the Optical Express brand in front of audiences in high footfall locations across both regions.
Roller Banners
Three roller banner designs produced for a consumer health and wellness expo. Designed to draw footfall and spark conversation at the event, the three versions gave flexibility across different stand configurations while keeping the brand presence bold and consistent.
Internal Communications
Alongside external campaigns, I also designed internal communications to keep employees informed of exclusive sk:n offers throughout the year. With a large workforce across the group, the focus was on making internal communications clear, engaging and consistent with the wider brand.
An ACES CPD internal email designed to promote a session focused on wellbeing in the workplace, encouraging staff to sign up for the remote call and bring meaningful benefit to both themselves and their teams.
Print & Editorial
Bausch + Lomb leaflet
A four page leaflet produced in partnership with Bausch + Lomb, one of Optical Express’ most trusted and longstanding suppliers. Designed to showcase their product range alongside the key reasons to choose Optical Express, the leaflet serves as a polished, take-home piece for prospective customers.
Select the image below to view the full digital leaflet:
ACES Eyecare
A selection of flyers produced for ACES Eyecare, covering a range of professional events and initiatives – including A Day in the Life experiences, Co-Management programmes, and Optometrist CPD events.
Digital Advertising
Turning a simple message into an accessible patient journey.
I designed a digital adshel campaign for ACES Eyecare to promote its NHS funded eye care service, using clear messaging and a prominent QR code to make self-referral as straightforward as possible. The design needed to communicate the service quickly in a busy public environment, while encouraging people to take the next step.
Moulsdale Foundation
Creating a series of digital and print communications for The Moulsdale Foundation, helping bring charitable initiatives to life, through thoughtful and engaging design.
Brand applications
Social • Flyers • Roller banners • Merchandise
St Rollox
Designing a brochure for St Rollox to support the launch of a new business, helping communicate its services and establish a clear and professional brand presence.
Preview by selecting the brochure below:
Outcome
Building breadth across brands, channels and real world applications.
Working across the Optical Express Group has given me the opportunity to design for a wide range of audiences, brands and environments – from large scale campaigns and digital advertising to print, events and internal communications. It has strengthened my ability to adapt creative ideas across different formats while maintaining consistency, clarity and purpose.