Hi,

I’m hoping to tap into your collective knowledge. I’m designing all the visual materials for a small dental practice. The target audience is middle-aged, upper-middle class, and more on the rural side (the location is a smallish town in the Texas hill country which nevertheless sees a number of transplants from the larger metropolitan areas).

My goal is to stay away from typical color schemes for this sort of stuff (a regrettable blend of pastels, my research tells me) and modernism in general. I want inviting and open and un-designed looking. I think my choice of fonts will go a long way towards setting the appropriate tone.

I played around with Avenir, but it was a little too geometric. Kievit is along the lines of what I’m looking for, very clean and unmannered but still with some solidity. I’m not sold that it’s the right one. Any suggestions in the same vein? Some serif companion suggestions would also be great.

Note to Stephan H: I welcome your font-pimping even if your suggestions aren’t that close to my brief. Rock on.