San Diego, California–based branding and digital agency BASIC designed and developed a new site for Visian ICL, a medical service that corrects myopia with lens implants. “We really wanted to leverage content that brings to light the idea of better vision being about more than just seeing things clearly,” says BASIC’s communications manager Jason Kaufmann. “We utilized vivid imagery, smiling faces and brand ambassador stories to showcase the experience of living with Visian ICL.” Big visuals and interactive illustrations clearly present information to visitors, while the site’s core user experience focuses on functional elements, including services that help customers find doctors and schedule appointments. Subtle fades, zooms, hover states and animations create a feeling of ease and eliminate harsh, overly technical aspects. “The site feature several complex SVG animations that proved to be an exciting part of the project,” says Kaufmann. “There is a lot of room for creativity in building animations in this manner, and it was fun to be able to explore the possibilities.”