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This Elegant Texas Practice Built an Attractive Brand by Focusing on the Details

Once they were satisfied with the basic elements, they went to town branding all kinds of merch.




WHEN DR. BLYTHE McPherson was developing the branding for Eyes on Westlake, her elegant optometric practice and optical boutique in the suburbs of Fort Worth, TX, she and her team “went heavy into designing custom everything, with as many things as we could put our logo on.” So far, that extends to the logo and her white coat, as well as business cards, koozies, jackets, scrubs, bags, the website, letterhead, branded cleaning cloths and lens cleaner, indoor/outdoor signage, cookies and drink containers, as well as the practice’s Instagram and Facebook accounts. 

McPherson describes the overall look and feel of Eyes on Westlake’s branding as “modern, clean and unique.” When coming up with it she started with her favorite colors: shades of blue with hints of gold. From there she worked with Lauren Fulton Design out of San Francisco on the logo and business cards. “My sister was a big help with my overall aesthetic and final design on the logo as well, helping me put my ideas and thoughts into reality,” she says. 

Another beloved and personal element is Boudreaux, McPherson’s English bulldog, who contributes to “a very fun practice vibe and great social media content and marketing material.” 


McPherson is careful to always utilize the same fonts and color palette when applicable, especially on social media, and stresses the importance of having your website and social media closely match, in visual terms, the vibe you want to give off to your target demographic. In Eyes on Westlake’s case, that primarily comprises a very affluent, family-oriented population, specifically in the ages of 20-50 in the surrounding suburbs, with slightly more females than males.  

Asked what her branding advice would be to other eyecare businesses, she says, “I would tell them to really focus on the details and make sure you love it! It took us several rounds until we finally came up with the perfect font and logo design, then once we fell in love with it, the fun really started with crafting all sorts of branded materials and merch. I would say as a cold start, invest in marketing materials and all the things that will make you stand out.”


After years covering some of the farther flung corners of the world of business journalism, Heath has more recently focused on covering the efforts of independent eyecare professionals to negotiate a fast-changing industry landscape. Contact him at [email protected]


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