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This Rural Alabama Practice’s Brand Balances Rustic Charm With a Modern Vibe

The palette is earth tones, but the feel is ‘clean and crisp.’




BLENDING SEAMLESSLY WITH the natural environs of the Wiregrass region of the southeastern U.S. for which it is named, Wiregrass Eyecare of Ozark presents an image that owner Dr. Giselle Childers describes as both “organic and earthy” and “clean and crisp.” This appealing combination is in evidence from the wood tones, live plants and natural light that dominate its office, to its nature-derived brand. 

Dark greens, browns, and neutral tones predominate, starting with the liberally used logo and extending to an array of branded items including business and dry eye protocol cards, cleaning cloths and lens fluid, embroidered sweatshirts, direct mailers, and handouts with a QR link to the practice’s review page. 

“We like to periodically have giveaways, so we have ordered custom Yeti cups and just recently had hats and coffee mugs made,” adds Childers, who strives to keep all fonts used cohesive with the brand’s mainstay simple block type, which also serves to tie the practice’s attractive, uncluttered online presence together. “We have done a little of everything.”

Childers and her husband, co-owner Dr. Mason Childers, worked with a graphic designer to create the logo. “From there, all our materials have been created by us in the office. We find local small businesses in our area to print and make all our branded materials.”

The Childers want patients to come into their office and feel calm and relaxed. Ozark is a very small town, so the brand can’t be too niche. “We don’t want to limit anyone from coming to see us,” says Giselle. “My husband grew up in this town. Ideally, we want to attract those small-town residents who want high quality eyecare and eyewear from their own neighbors. We hope that our aesthetic portrays those hometown roots.”

Childers urges her fellow ECPs “to think about how you want your office to be portrayed and what your personality style is. Pick a color palette and theme and go from there. A cohesive look and theme will help create brand recognition the more times patients are exposed to it.”




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