What’s in a name? In the case of Central Florida ophthalmology associates Fischer, Schemmer, Silbiger & Moraczewski—too much. With nearly 50 years of growth behind them and the likelihood of further expansion ahead, one thing was clear: the unwieldy practice name had to go. Now, as Advanced Eyecare Associates, they have a well-defined brand identity that speaks to their sophisticated surgical capabilities and highlights their superlative standard of patient care.