Healthy Airway Management - Brand & Website Direction v1.6
Healthy Airway Management
Jennifer Hathaway, DDS, FAGD, DABDSM
Prepared by DSMMS
Brand & Website Direction May 2026 | v1.6
Your brand and website direction, for your review
We put this together based on your questionnaire responses, our review of your current marketing assets, and our initial consultation. Everything below is a starting point. Pick what feels right, tell us what doesn't, and we'll build from there.
Typography direction
Two font pairings
Option A: Authority + clarity
Playfair Display + DM Sans
Breathe Better. Sleep Deeper.
Dr. Hathaway provides expert treatment for sleep apnea and airway disorders.
An elevated serif for headlines paired with a clean modern sans for body text. This pairing carries the weight of your 32 years and your Diplomate credentials. It reads like a specialist practice, not a general dental office.
Option B: Modern + approachable
DM Sans Bold + DM Sans Light
Breathe Better. Sleep Deeper.
Dr. Hathaway provides expert treatment for sleep apnea and airway disorders.
One versatile family at different weights: bold for headlines, light for body. It's cleaner and more contemporary, and lets your photography and content do the heavy lifting.
Color palette direction
Three palette options built for your practice
Every option here is bold, readable, and designed to look great alongside your team's black scrubs and professional photography. No pastels, just as you asked.
Most recent site
Option A: Teal blue + orange gradient + sky cyan
This palette is the closest match to your most recent site. Rich teal-blue for navigation, warm orange gradient on CTAs, and bright sky cyan for active elements. The blues you like, with orange energy that matches how you communicate. The orange leans a little casual; if you want more elevated, Options B or C push further.
Rich tealTeal blueSky cyanOrange gradientWhiteDark navy
Alternative
Option B: Deep navy + soft gold
Takes the blues you like deeper, into a true navy that carries the authority your Diplomate credentials deserve. Bold without being loud. The soft gold accent signals quality the same way your 32 years in Bryan signal experience. Would set you apart from every other practice in the Brazos Valley.
Deep navyMid navySoft tealSoft goldWarm ivoryHeadlines
Built from your questionnaire
Option C: Bold charcoal + deep bronze + clinical blue
Built directly from what you told us. No pastels, bold, black is professional. Charcoal anchors the site like your black scrubs anchor your team. Clinical blue connects to your blue shirts and the trust research showing 85% of top healthcare brands use blue. Deep bronze brings warmth without softness. Burgundy is your signature moment, and resonates with TAMU's maroon in Aggie country. The boldest option.
Clever concept: the sleeping figure inside the H does double duty as a brand mark and a visual metaphor for rest and comfort
Instant recognition: moon, stars, and Zzz signal sleep medicine at a glance, no text needed
On-brand color: the deep navy/steel blue fits your preference and sits naturally in the healthcare trust space
Size concern: fine detail (face, stars, Zzz) will lose clarity at small sizes like favicons, social avatars, and embroidered scrubs. A simplified companion mark would be needed
Category overlap: the sleeping figure with Zzz is common in mattress companies, sleep apps, and melatonin brands, which could place your practice in that consumer category
Option B: "The authority mark"
Clinical + commanding
No illustration: replaces the sleeping figure with a bold, geometric "H" lettermark built with clean, architectural lines
Medical precedent: the most authoritative healthcare brands (Mayo Clinic, Cleveland Clinic, Johns Hopkins) never illustrate patients or symptoms
Airway over sleep: an abstract element suggesting an open airway replaces the sleep imagery, more aligned with what you treat
Referral impact: when a sleep physician sees this on a fax or liaison card, the first impression is "this is a different level of practice"
Long-term brand equity: a mark built around the practice name rather than a single provider's identity builds transferable value, so the brand grows with the business regardless of who leads it
Brand voice direction
How your site should sound
Option A — "The trusted authority"
Confident, credentialed, direct
The site speaks with calm authority — like a specialist who has seen this problem a thousand times and knows exactly how to help. Language is clear and direct, never hiding behind jargon.
Option B — "The compassionate straight-talker"
Warm, personal, no-nonsense
The site speaks with warmth and directness — like a provider who genuinely understands how exhausting poor sleep really is and isn't going to waste your time with corporate-speak. This voice matches your personality: funny, brilliant, and beautiful — with zero tolerance for fluff.
Tagline
"32 years in Bryan. 20+ years treating sleep apnea. The only Diplomate of the American Board of Dental Sleep Medicine in our area. And a personal reason to do this work the right way."
"Your exhaustion has a cause. We treat it — without a mask, without a hose, without losing another night's sleep."
Meet the doctor
"Dr. Jennifer Hathaway has practiced in Bryan, Texas for over 30 years. Today, her focus is obstructive sleep apnea — a condition that affects millions of Americans, most of whom don't know they have it. As the only Diplomate of the American Board of Dental Sleep Medicine in the Brazos Valley, she brings a level of expertise that patients and physicians can trust. If sleep apnea is stealing your health, your energy, or your rest, this is the practice built to treat it."
"Dr. Jennifer Hathaway has been taking care of patients in Bryan for over 30 years — and for the past two decades, she's been on a personal mission to help people who can't sleep, can't breathe right at night, and can't figure out why they're so exhausted. The condition is called obstructive sleep apnea, and most people who have it don't even know it. If that sounds like you or someone you love, you're in the right place."
Patient education
"More than 18 million Americans have sleep apnea — making it as common as type 2 diabetes. Left untreated, it is linked to hypertension, heart attack, stroke, obesity, diabetes, depression, and cognitive decline. The long-term metabolic consequences are significant: weight gain, hormonal disruption, and a measurably higher risk of cardiovascular events. One in five motor vehicle accidents is associated with driver sleepiness. Despite these numbers, sleep apnea remains one of the most underdiagnosed conditions in medicine. Dr. Hathaway's practice exists to change that — one patient at a time."
"Here's what most people don't realize: sleep apnea is as common as type 2 diabetes. More than 18 million Americans have it — and most of them have no idea. They just know they're exhausted, gaining weight, struggling to focus, or waking up feeling worse than when they went to bed. What they don't know is that untreated sleep apnea is quietly raising their risk for heart attack, stroke, high blood pressure, depression, and even dementia. One in five car accidents is tied to sleepiness behind the wheel. This isn't a minor inconvenience. It's a serious medical condition — and the good news is, it's treatable. That's exactly what we do here."
Website structure
5 main pages + 12 to 15 subpages
12 subpages selected
Your site will be built around patient education, trust-building, and clear paths to schedule. All pages below are included; uncheck any you'd like to remove or swap.
Home Hero, trust signals, services overview, CTA
About / Meet Dr. Hathaway Your story, credentials, mission, team
Sleep Apnea & Airway What it is, symptoms, risks, why it matters
→ What is sleep apnea?
→ Signs & symptoms
→ Health risks of untreated apnea
→ Sleep apnea vs. snoring
Services / Treatment What we offer and how it works
These pages are available to swap in or add to your site, up to your 15-subpage total. Check any you'd like to include.
Do I have sleep apnea? (Quiz)
Interactive screening questionnaire. Turns curiosity into action.
Sleep apnea & your heart
Cardiovascular risks of untreated OSA. Builds referral credibility.
Sleep apnea in women
Reaches underdiagnosed patients with different symptom profiles.
Pediatric airway & SDB
Opens referral pathway from pediatricians.
What to expect at your first visit
Reduces anxiety, makes scheduling feel easy.
Testimonials & patient stories
Strongest trust signal for new patients deciding to call.
Sleep apnea & weight gain
High search volume topic that captures undiagnosed patients.
Dr. Hathaway's story
Your most powerful differentiator deserves its own page.
Combination therapy (OAT + CPAP)
Shows you handle complex cases, not just simple ones.
Sleep health blog / resources
Supports SEO, positions you as a thought leader.
Notes
Additional notes and comments
Authorization
Provider signature
Date
Printed name
DSMMS representative
DSMMS representative signature
Date
Printed name
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