Valli.
Defining a Yorkshire born and raised family business.
Founded in 2005 by Moin and Rachel Valli, Valli has grown from a single optician’s practice into a family business with clinics across Yorkshire.
With roots in local values of care and connection, they support schools, charities and community initiatives while providing trusted eye and hearing care. At Valli, people are looked after like family — with time, care and the same friendly faces year after year.
The project
Valli began as a single family-run optician in Huddersfield and has grown into sixteen community practices plus a university clinic, offering both eye and hearing care. The refresh had to honour that heritage while creating a cohesive identity for the umbrella brand and its sub-brands. The challenge was to balance professionalism with warmth — building trust while reflecting the values of care, community and local connection.
Strategy
Position Valli as a healthcare brand that feels personal and rooted in Yorkshire, not corporate or detached. Strengthen the sense of continuity across optometry, audiology and community initiatives, while keeping the identity approachable and supportive. Build the design system around the idea of balance — physical, mental, social and emotional health — as well as the brand’s deep commitment to local life.
Execution
Every aspect of the brand was designed from the ground up, from the original identity through to this refresh. The visual system centres on overlapping arch shapes — drawn from the rolling Huddersfield hills, forming a subtle ‘V’ for Valli, and echoing the overlap of two lenses. Natural colour palettes and balanced typography build on this foundation, extending across signage, stationery, digital campaigns, community events and internal communications. Photography and illustration were guided by keywords — natural, genuine, balanced — to reinforce Valli’s reassuring tone.
Outcome
The brand now unifies sixteen community practices and a university clinic under one clear identity, strengthening recognition and trust. Patients experience a consistent look and feel — from appointment cards to practice signage — that reflects the care and connection Valli is known for. The identity also provides the flexibility to support future growth and new community initiatives.
My role
Led the brand strategy, naming hierarchy, tone of voice, visual identity, art direction, copywriting and creative direction. Designed the original Valli brand and delivered the full refresh, covering all touch points from sub-brand logos to community campaigns.
Contribution and learning
This project reinforced the importance of designing with empathy in healthcare branding. A clear, consistent system can build trust, but it’s the warmth and humanity baked into every detail that makes a brand like Valli resonate.