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Shullman Orthodontics Brand Guidelines
Internal Brand Resource for Creative Partners
This page provides the official brand standards for Shullman Orthodontics & Oral Surgery Center. All creative partners, agencies, and team members should reference these guidelines when creating marketing materials or social media content.
Our Brand
Shullman Orthodontics & Oral Surgery Center is a modern, technology-driven orthodontic practice focused on delivering efficient, precise, and personalized smile transformations.
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We specialize in helping busy families and professionals achieve confident, healthy smiles through advanced orthodontic treatment and exceptional patient experience.
Our brand represents expertise, trust, modern technology, and premium care.
We position ourselves as a leading orthodontic provider focused on quality, efficiency, and long-term results.
our positioning
Shullman Orthodontics is a premium orthodontic practice. We do not compete on price — we compete on expertise, technology, efficiency, and patient experience.
Our messaging should reflect:
• Expertise and authority
• Modern technology and treatment
• Efficiency and convenience
• Trust and professionalism
• Confidence and quality care
Avoid messaging that positions the practice as discount or low-cost.
who we serve
Our primary audience consists of busy, professional families who value quality care and efficient treatment.
Primary audience:
Demographics
Female
Age: 35–48
Lives within 5–10 miles of the office
Household income: $100k–$250k+
Married or partnered
Has 1–3 kids, usually ages 7–15
Psychographics
Busy, organized, and in control of family decisions
Values efficiency, professionalism, and trust
Will pay more for better experience and convenience
Research-driven but doesn’t want to overthink decisions
Trusts recommendations from friends and other moms
Mindset around orthodontics
Wants the best outcome for her child
Doesn’t want to deal with chaos, poor communication, or wasted time
Is not price-shopping aggressively — she’s value-shopping
Wants clarity, confidence, and reassurance she chose right
Where she spends time online
Facebook (primary decision platform)
Instagram (secondary)
Google reviews (critical influence)
Searches things like:
“Best orthodontist near me”
“Braces vs Invisalign for kids”
“When should my child see an orthodontist”
What she values most
Efficiency and punctuality
Clean, modern office
Friendly, competent team
Clear communication
Reputation and reviews
Convenience
Biggest fears
Choosing the wrong orthodontist
Poor results
Wasted time with appointments
Feeling like “just another patient”
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Secondary audience:
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Adults age 25–45 seeking orthodontic treatment
Professionals who value aesthetics and confidence
Patients seeking modern orthodontic solutions
All brand content should speak directly to these audiences.
our personality
Our brand should always feel:
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Professional
Modern
Trustworthy
Confident
Friendly
Efficient
We are experts, but we are approachable and welcoming.
We communicate clearly and confidently.
our voice: how we communicate
Our voice should always be:
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Clear and easy to understand
Professional but approachable
Confident and reassuring
Modern and forward-thinking
We focus on educating, informing, and building trust.
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Voice Examples
Good example:
Modern orthodontic treatment makes smile transformation more efficient and comfortable than ever.
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Avoid:
Cheap or discount-focused language
Overly corporate or complicated wording
Unprofessional or overly casual tone
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logo usage
Primary Logo
Secondary Logo
Alternative Logo
Icon Version
The primary logo should be used whenever possible.
Do not:
Stretch the logo
Change logo colors
Add effects or shadows
Distort proportions
Always maintain clean, professional presentation.
brand colors
#ffffff
#c9e0e6
#ffd162
#00305f
#6f7172
#616161
Only approved brand colors should be used in marketing materials and social media content.
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This ensures visual consistency and brand recognition.
typography
Primary Font: Avenir or Lulu Clean
Used for headlines
Secondary Font : Open Sans (Bold, normal, & italics)
Used for body text
Only approved fonts should be used in marketing materials.
Consistent typography strengthens brand identity.
social media guidelines
Social media content should reflect our expertise, modern technology, and patient experience.
Content should focus on:
Patient smile transformations
Educational content
Doctor expertise
Practice environment
Patient success stories
Design style should be:
Clean
Modern
Minimal
Professional
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Avoid cluttered or overly busy designs.
content priorities
Content should emphasize:
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Expert care
Modern orthodontic technology
Efficient treatment
Patient confidence and results
Professional, welcoming environment
Content should reinforce trust and authority.
brand consistency
Consistency across all platforms is essential to maintaining a strong, recognizable brand.
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All marketing materials, social media content, and creative assets should follow these brand guidelines.
This ensures Shullman Orthodontics is always represented as a modern, professional, and trusted orthodontic provider.