GIVEN HIS PRACTICE’S focus on “that 54-year-old mother who makes all the decisions for the healthcare of the family,” Dr. Kyle Henderson knew when he was designing the branding at Legacy Eye Care in Yukon, OK that he wanted to keep it inviting and fun.
The result is a striking branding effort that is both simple and eye-catching, incorporating retro elements but maintaining a modern feel. To achieve this effect Henderson chose the Blackriver Bold font for the written elements. “I really liked the retro branding that medicines used to have, and I tried to incorporate that into my branding style,” he says. “I am drawn to the old-style medicine bottle marketing logos and doctor’s office signs.”
Memorably, a regional reference is proudly displayed in the form of a bison in profile, which features prominently in the logo and marketing materials.
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Henderson does all the designing himself, using either Adobe Illustrator or Canva. “Some of the designs are done using templates and adjusting them myself to suit.”
Sensibly, when it comes to selecting items to brand, the team at Legacy Eye Care try to choose things that people are likely to make use of every day. “I had some Bic pens made up, small notebooks, postcards with blank backs to be used for any situation, postcards for direct mailing and even some shirts made up,” says Henderson. The branding is also applied to the website, store signage and social media posts.
Henderson’s advice for other eyecare biz owners looking for a brand spruce-up is, well, simple. “I would suggest the K.I.S.S. method. Keep it simple, classy and to the point. Today the younger generation are moving to a more minimalistic vibe and I tried to focus on that.” He adds that if you don’t have the time or inclination to design your own materials, local universities can usually partner with you; many will even dispatch an intern to work with you on design ideas, and possibly even help with marketing or social media.
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