Dr. Hughes and team wanted a brand that 1) showcased their ties to the community 2) stood out amongst the competition and 3) created an emotional connection with their target market—moms. Being located in The Woodlands, we felt he needed his brand identity to represent the “woodsy” feel. All his marketing material has a rich wood texture and a sweet, owl character named Owlbert that makes any mom (or dad) go “awww.” Dr. Hughes also needed a kids club logo for the little ones too young for braces but that still wanted to be part of the practice. Hughes ‘lil Hoots was created along with the nest of baby owls for the logo. Their tagline even aligns with the “parent” company—so instead of “established in 2001” they were “hatched in 2001”.