This project was unique in that being a medical and surgical practice we wanted to make sure the site doesn’t give off a “supermodel gorgeous” feel, like a cosmetic practice would. But, since the clientele are younger couples, new families, children, and babies, it was important to create a friendly, inviting feel with a youthful ambiance. A more traditional or conservative medical feel wouldn’t have been as effective. To achieve that, we chose younger models, lots of smiling faces, and reflected the vivid interior colors of the practice throughout the site.