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Want to Know How to Keep Your Brand Fresh While Maintaining a Baseline Consistency?

Let this 80-year-old Illinois practice that keeps it green and pristine show you how.




YOU NAME IT, we’ve got it branded,” says LeAnn Luban, director of business development at Gailey Eye Clinic, a multi-location practice that’s been serving central Illinois for 81 years. The business’s smart, distinctive, green-dominated branding adorns everything from its fleet of cars (for staff who travel to satellite locations), to Yeti tumblers, clothing, letterhead, tablecloths, beach towels, bags, chip clips, outdoor flags, window clings, Christmas ornaments, cleaning cloths and more.

A medically based practice, Gailey’s focus has traditionally been patients aged 40 and up. “As you know,” says Luban, “that’s when our eyes really start to change and we tend to encounter more visual acuity problems and eye disease. More and more, though, we’re making the shift to attract young families so we can be a family eyecare provider from childhood all the way to the twilight years.”

Befitting this broadening target audience, Gailey’s aesthetic is defined by bright colors with high contrast. In the past few years, the business has started incorporating additional logo colors as needed, but “Gailey green” always features prominently in advertising. Fonts typically include a mix of Myriad Pro and Minion Pro. “As an eyecare practice, we feel like it’s only appropriate to emphasize the beauty of clear vision through amazing color contrast,” says Luban.


“That’s why our website, advertising, and social media pages are full of brightly colored images.”

Years ago Gailey adopted the slogan “Focused on You,” but as other eyecare practices started to adopt similar slogans, they drifted away from it. Nonetheless, a baseline consistency is maintained. Luban likes to keep up with brand/product photographers and content curators online. “Even though they’re not eyecare related, seeing how they stick with a certain aesthetic has been very helpful,” she says.

Outside help with online, print and radio advertising has come from Central States Media, but in terms of branded products, says Luban, “Most of the time we design products in-house and work with independent printing companies on production.”

Her message to her peers is to remember that “Creativity matters! A carefully curated website, along with thoughtfully designed social media posts, are key to consumer engagement.” Don’t just post on social media for the sake of posting, she counsels, and don’t post the same things over and over again. “People get bored quickly and they’ll unfollow you if you don’t have fresh, new ideas and creative content.”


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


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