Going against the trend of ever-increasing online services that are cold and impersonal, Opto-Réseau takes a live-and-in-person approach leveraging an expertise that thrives on discussion and guidance. The brand identity puts the person and authenticity front and centre by borrowing certain codes from the world of fashion and magazines. The platform provides some flexibility, as it can be deployed across all clinics, which vary from one to the next. It has a living, evolving quality guided by the text, which can change and tell different stories, depending on the context.