About the practice
Avalon Family Care is a family medicine practice in Madison, AL, serving patients ages 2 and up. They treat a range of acute and chronic conditions through a membership medicine program, which gives patients a more personal relationship with their doctor than a typical practice with a long waiting list.
As a new practice, Avalon wanted the full package: a logo, a brand, and a website. We worked with Dr. Finnila and his team from the first sketch through launch.
The logo, round by round
A logo is often the first thing a future patient sees. For a medical practice, it has to look professional and say something about the care patients will get. We built Avalon’s logo in rounds, making one kind of decision at a time.
Round 1: shapes, color, and type. We started with a few icon ideas to test direction. To suggest high-quality care, we tried gold with a bold, all-caps serif font. The serif stuck. The gold did not.
Round 2: icons and layout. After feedback from the owners, we drafted a new set of icons in black and white. Taking color out let everyone focus on shape and layout without judging everything at once.
Round 3: more options. We added more layouts and icons and brought color back in for a fresh look. Some logos take a few rounds, and we plan for that.
Choosing the icon and color
The owners chose a heart for the icon and a horizontal layout, which works well in a website header and other digital uses.
Next, we showed a range of color palettes. Green won. It reads as calm and steady, which fits a practice built around ongoing care. From there we fine-tuned the details and delivered the final logo, and the owners loved it.
The website
Avalon’s site has two jobs: tell prospective patients about the practice and its services, and make it easy to get in touch. We built it on WordPress, and the calm green from the logo carries across every page.
Like every site we build, it is designed for phones first and then scaled up for tablets and desktops, so it works on whatever device a patient is using.
For another practice that needed a brand and a website together, see Henegar Counseling.
