Today we’re talking to Dr. Julie Russo, pediatric dentist and owner of Clermont Pediatric Dentistry in Florida. She has a Bachelor of Science in Zoology and attended Nova Southeastern University College of Dental Medicine.

Back in 2014 IDS fabricated and installed safari theming in her office and outfitted her company vehicle. Dive into our follow-up with her 8 years later and hear about how the installation has benefited her business by turning a mundane space into a magical place.

Tour a Spectacular Safari Dental Office

IDS: Why did you decide to add theming to your space?

Dr. Russo: We decided to add theming to our office because it makes the space different from everybody else. So many local medical offices that I even go to are white and plain and that can be scary for a child. But coming into our office it’s bright, colorful, welcoming, and just fun. I think the parents love it and the kids love it.

We are also known as the “Animal Office” or the “Animal Dentist”. People always mention the elephant in the waiting room, and a lot of guests take pictures with him, so we’ve also become known for that in our community.

Ultimately, I think our theming really helps relax our patients and even the parents, and makes it feel like a more comfortable experience.

IDS: Why did you choose the safari theme?

Dr. Russo: I love animals and I think a lot of people love animals. This is our second office – we started in a smaller office that was themed on a much smaller level with some animals before moving to this one. When we moved to the bigger one we knew we wanted to include more animals in it.

I also have a degree in Zoology, so I figured it was a way to incorporate that into all of this, and I just think it’s fun for the parents and the kids and makes everything more comfortable and welcoming for them.

IDS: Do you have any reasons as to how theming has helped the practice? I.e. do you see more customer returns or more referrals from existing customers to new customers?

Dr. Russo: I think it has definitely helped the practice. It was one of those things that when we were building the office, a recurring discussion that happened between my husband and me was, “Do we incorporate all this? Do we not?” But I think it was definitely worth the investment.

It sets us apart from other offices and parents know that we’ve put a lot of work into our office and that we care about the way it looks and the way we present in the community as well. People talk about it too. A lot of kids say “I go to the Animal Dentist” so their friends want to go to the Animal Dentist as well.

We also have a car that IDS helped theme that looks like a rhino is riding inside. When we go downtown and people know that’s the Animal Dentist. We also bring it in parades and everything, and it is something we’ve become known for in town.

IDS: What is your favorite area?

Dr. Russo: My favorite area is in the back of the office, we have a mural and it is my kids. IDS incorporated them into the office to make it a little more personal. So in the treatment area, there are cartoons – they are dressed in safari hats to go with the theme. That is my favorite spot for sure.

IDS: The theming itself is a few years old now, how has the theming stood up over time? What do you think of the quality?

Dr. Russo: The quality is excellent. Everything was installed in 2014 and it is 2022 now, so we are 8 years in. Kids have drawn on the walls with pens and it wipes off. They have climbed the elephant numerous times, and have even tried to hang from the monkeys! It gets a little crazy in here sometimes, but it has held up and honestly looks like it did the day it was installed. Nothing has faded or broken, it really looks great.

This is another reason why I can confidently say I would do it again in a second because the quality is outstanding.

IDS: Do you find with theming that patients are a little more relaxed?

Dr. Russo: I think walking into an office with white walls and seeing white coats makes everybody nervous. Coming here it feels more welcoming and kind of like a Disney theme. ­­

The bright colors and expressions of the animals are great, so when the kids come in they are definitely more comfortable. A lot of times they run over to the side with all the animals and play before their appointment.

The first time patients walk into our space they are surprised and I think they are very excited as well. Because you walk in and you are greeted by a big giraffe with a large welcome sign, and then you look to the right and there is a have a huge elephant and all sorts of animals too! It’s fun and I think they are just surprised and thrilled to be in a neat place.

IDS: How do you personally feel seeing all the animals and their smiling faces?

Dr. Russo: I love it and I am really proud of it. It was definitely a big project, but I am grateful every day that we have it and truly happy that we decided to go for it. It was an investment, but definitely has given us a name and an identity and I would do it again 100%.

IDS: How has the staff responded to the theming?

Dr. Russo: It’s fun because it’s one of those things that when you first come into work it’s awesome. The space is relaxing, it’s bright, and I think we are really lucky to be working in such a nice environment every day.

IDS: Were there any previous issues that you can think of that the theming has helped solve?

Dr. Russo: Our theming just makes kids more relaxed overall. As I mentioned, our old office had a little bit of theming, but not as much. For this one, we decided to go all out and I think it makes everyone, including our staff, more comfortable. It is a nice place to work and a nice place to be.

IDS: Can you share any specific stories that you might remember over the years of children interacting with the characters?

Dr. Russo: In general, I think the biggest interaction children have in the clinic is with the elephant. They walk in and they see the giraffe of course, but they run over to the elephant because he is just gigantic! He is the main piece in our waiting room and gets climbed on all the time. We’ve even found kids on top of him! He is definitely the one that gets his photo taken most in the office.

He’s holding popcorn and a drink like he’s watching the TV. There is always a kid’s movie playing over there, so it’s like he is watching the movie with the kids.

IDS: Can I assume for moms or new moms that your space might be an “Instagramable” kids spot?

Our space, especially the elephant, has been great for social media because a lot of people post with him.

IDS: Do you use your theming in any of your marketing?

Dr. Russo: We use our theming in all of our marketing. Most of our ads have either the elephant or the tree in the background. We have our patients stand in front of the tree when we need to take photos of their charts.

Our movie theater ads, our billboard, and our car all incorporate our theme. Our logo also has our animals in it as well – the giraffe, lion, and elephant are how we are known. So with our logo and our theming, we really strive to incorporate it in all our marketing efforts so it all comes together.

IDS: Would you consider adding more theming to other spaces in the future?

Dr. Russo: I would not be opposed to it! We have our main areas themed; where the kids get their teeth cleaned, where the parents come in and out of the office, and in the waiting room. Some of our private rooms have different colors, but no theming so I would consider adding more!

My business partner and I, Dr. Alexandra Jensen, have also talked about updating our car, as well as the possibility of getting another. We were thinking we may have the two play off each other with the theming, so that may be up and coming.

IDS: What do you think are the most important benefits to theming.

Dr. Russo: I would have to say the most important benefits to theming are patient and parent satisfaction. It shows that we care about our office and that we put a lot into it. When people come to the office they are impressed and excited to be here, and I just think that’s what sets us apart from other offices in town.

IDS: Would you recommend IDS?

Dr. Russo: IDS was wonderful, I cannot say enough great things about them. From the beginning when we talked to them about what we wanted to do, we had just wanted to include the elephant. However, they came back with other ideas and you know, I just couldn’t say no to all the areas.

They were great to work with, the communication was wonderful, and they were timely. We had to ship the elephant from Canada and it did not delay our construction, opening date, or anything for that matter.

Everything was done really well, the people who came up to install it were from south Florida, and again, were timely, professional, and got the job done when it was supposed to be done. The quality is outstanding, and after 8 years is still bright and intact even though it gets lots of wear and tear.

It was a wonderful experience working with IDS for sure, I would highly recommend them to people wanting to theme a space, they are just wonderful, they really are.

Curious to see more of the Clermont Office? Check out our interview with Dr. Russo’s partner, Dr. Jensen.

Or you can check out the featured safari office photos here.

Interested in learning more about themed environments? Check out these related resources on IDS customers:

See more examples of safari theming here.

Hear more great stories of happy IDS customers here.

Contact Imagination Design Studios (IDS) to get started transforming your office from a mundane to magical patient experience. Or download our inspiring look book and start imagining the possibilities in your office.

Our team got together with Dr. Alexandra Jensen, a partner and dentist at Clermont Pediatric Dentistry in Florida. Dr. Jensen holds a Bachelor of Science in Biochemistry and received her doctorate from the University of Pittsburgh School of Dental Medicine.

The IDS team installed safari theming throughout the Clermont clinic back in 2014 ­– Dr. Jensen joined the office straight out of school, missing the foundational theming process, but was excited to find herself starting her career in a thrilling new workplace. Follow along as we ask about her experience working in this environment and uncover how IDS theming has helped her business over the years.

Tour a Spectacular Safari Dental Office

IDS: Why did you decide to add theming to the space?

Dr. Jensen: I was not a part of the decision to theme as I had not yet joined the practice, but I will say that it definitely played a role in terms of my decision to join the practice. I came to visit the office and opened up the front door and it was just like a theme park.

IDS: In your opinion why was a Safari theme chosen?

Dr. Jensen: We work with a pediatric population and have kiddos all the time who bring in stuffed animals – elephants, monkeys, zebras, anything you can imagine. I think coming in and seeing real-life sizes of animals that match the stuffed animals that they have is super cool for the kids.

IDS: How do you think theming has helped the practice thrive?

Dr. Jensen: I think our theming has given our practice a name. In the community, we are known for what we do because of the theme of our office. It has become our brand.

For example, we are known as Dr. Julie and Dr. Alexandra at Clermont Pediatric Dentistry, but we are also known as the “Elephant Dentist” or the “Animal Dentist”. All of that came to be from and through IDS.

I’ve been at the practice for 7 years now and any communication that I’ve had with the IDS team has been wonderful – they are informative, on time, very fast, and organized. It’s been no small feat to make sure that our office is organized and set up to the nines in regards to everything that we need to do, and they made it happen.

IDS: You mention kids sometimes bring in a plushy toy from time to time and are wowed by the real-life versions in your office. How do you think that patients may be more relaxed than in traditional pediatric offices?

Dr. Jensen: I would say the big things that stick out in our office are the animals coming out of the ceiling, the wall, or the monkey coming out of the glass. These animals help make light of any situation.

As a dentist, the dental office is not a scary place for me, but as a patient, it’s a place where at a young age or even during their teenage years, they come in and think what are you going to do to me not for me. However, I like to think that if I was their age and I walked into an office with a monkey bursting through the glass I would start to laugh and feel eased about the situation.

I feel that there is a lot of power in laughter and smiles, and when kids see these characters it brings that fear down because it puts a smile on their faces that is so big.

IDS: How would you describe the reactions of patients when they come to this place for the first time? Are there any specific instances that stick out to you?

Dr. Jensen: I would say the most memorable interactions that I’ve had have been with patients that have come in super anxious and worried about an appointment – some tears may have been involved. But they are able to walk into the office and see the theming, and it’s something that is common ground for them to take their mind off their worries and talk to the people in the office about. Something along the lines of “I saw the monkey in the glass!” or “I sat with the elephant and took a picture with him!”

It’s a matter of these patients remembering the characters that are in the office. I know in particular when we do restorative appointments, we have stuffed animals for support in the back, and some kiddos come in and can name these stuffies and our characters!

You know, I joke during consults with parents saying, “You know, it’s not Disney World but we try to make it as fun as possible.” Having theming most definitely helps with that.

IDS: Are you gaining new patients as a response to the theming?

Dr. Jensen: We live in an age where the big thing online is the review, it’s the Facebook ads, it’s the Facebook mommies, and just hearing word of mouth. That being said, I think the theme of the office gives parents something to talk about when they come to our office – what their children loved and enjoyed.

Parents can also tell their kids more than they are going to the dentist. They can tell them they are going to the place with the elephant, that they are going to watch a movie, and that they are going to have such a good time! So I think the theme itself just fosters that warm inviting environment.

IDS: Do you think there is something to be said about the return of current customers and their satisfaction level as well as gaining new customers? I say this because we live in an area adjacent to theme parks that are very historically very exciting.

Dr. Jensen: I would say we definitely live in an area where children are used to having a theme park in their area. We have Disney World, Universal, SeaWorld, and Lego Land and kids love visiting them. I feel like being able to theme the office in a similar way where they can come and see the animals, hold a stuffed animal during a restorative procedure, or sit in a chair and look at the kiddos on the wall on a safari tour gives them a trigger in their mind to say that this is fun, familiar and is different than I expected it to be.

Like I said before, we are not Disney or Universal, but we are a place that can be fun! It is a place where kids can find components in the office to find interest in, whether it be the elephant or the bamboo on the wall or the games – it is something memorable to them.

Kids have an amazing memory and a way of processing things in a way that adults don’t. When patients come into the office, they can find something fun that imprints on their little brains and it is something to remember and associate the dentist with. I’d much rather have a child associate a big elephant with the dentist, rather than something that is challenging like having a tooth extracted. So I think theming in that respect is very important. Our environment gives them an opportunity to make an association that is positive and familiar with doing something that they enjoy doing outside the dental office, like visiting a theme park.

IDS: What have you seen from the staff that is a response to the theming?

Dr. Jensen: I love working here truly ­– it is a very well put together office. We know every other dental office tries to stay clean and organized, but I feel like having properly placed theming in an office that is kept up to date and clean gives us that edge where every day is fun and interesting.

Every room is a bit different and in those rooms, there’s something for me to find joy in and put a smile on my face.

Like I said, we work in a dental office, and sometimes that is not considered the most fun environment because of what we are doing – we are extracting teeth, fixing teeth, and cleaning teeth. But we make it fun because we consider our staff our family and by theming the office this way it makes it feel more familiar and like home.

IDS: What is your favorite themed character or area in the office?

Dr. Jensen: I love the monkey in the glass because I feel like it sparks the imagination side of every patient. They want to know how the monkey got there and if it really broke the glass. It’s so fun to see the little wheels in their heads just turning and seeing them facing the reality of, “oh my goodness there’s a monkey there!”

IDS: How do you think the quality of the theming has stood the test of time?

Dr. Jensen: I think it is amazing. To be honest with you, it is something that from day one, until now that I haven’t seen a lot of change or wear and tear happen to. You are going to have a lot of wear on tables and chairs that patients, parents, and staff are going to sit on. But the theming itself has been amazingly resilient, and any concern that we’ve had with the theming has been corrected immediately.

And may I add, that the concerns have not been because of the failure of IDS. It has been something where a patient has hung on the elephant and we needed to fix a part. So overall, it’s been amazingly resilient in keeping its color and design and making the office beautiful.

IDS: Do you think there are any previous issues that the theming has helped solve. What are the main advantages?

Dr. Jensen: I think our theming brings the office to the next level. It gives the office the opportunity to imprint on our patients, as well as show the parents we care about the surroundings and environment that we are treating their kids in.

Walking in and seeing white walls in a pediatric office is something that is going to seem generic and hospital-like, and this can be scary for patients. Walking into a themed office gives patients the opportunity to enjoy the time in our space and feel comfortable in it.

They can sit and wait for their appointment, take in the scenery, watch a movie, hang out with the elephant, or play a game and this fills the void between them and their upcoming appointment.

IDS: How have you used the safari theme to continue your branding efforts beyond your space?

Dr. Jensen: Right now, Dr. Julie drives what we like to call the pediatric dental mobile. It is a car that IDS helped us outfit with a little horn on the roof that looks like it’s coming from a rhino squished inside.

Branding wise this car has been big in terms of the community. When you see the vehicle driving around it is always “Oh my goodness it’s Dr. Julie my dentist!” or “It’s the Elephant Dentist!” so the car is definitely something that has transitioned our theme from the office out into the community.

We can have an ad anywhere online or even on a billboard, but it’s not going to be the same as driving on the road next to the dentist or seeing the car out in the community.

We are talking about possibly doing two separate vehicles, one for her, and one for myself. We’ve been in contact with IDS and it’s going to be exciting to see where that is going to go next and spark some more discussion in the community.

IDS: What do you think are the most important benefits overall to theming a space? 

Dr. Jensen: I think theming a space makes it more like home. Theming this office as a safari makes Clermont Pediatric Dentistry home for its staff members who we consider our family, and it makes it home for our patients who we also consider part of the family.

I also think it gives us a physical touch of the identity we have created in terms of communicating our goals to the community ­– that we provide quality dental care from the heart. And we are showing our patients this by making our space a warm and welcoming environment.

IDS: What has your experience personally been when working with IDS?

Dr. Jensen: IDS has been wonderful. Every communication that I have had in terms of emails, I get an almost immediate response which is wonderful. We live in a day and age where it is sometimes hard to get in contact with any business or individuals because we have busy schedules and I will say that every contact I have made email-wise has been phenomenal. They are organized, on time, and answers every question dotting their I’s and crossing the T’s.

IDS: Would you recommend working with IDS?

Dr. Jensen: I would recommend working with IDS to others. If for no other reason, it is just so fun to see.

Curious to see more of the Clermont Office? Check out our interview with Dr. Jensen’s partner, Dr. Russo.

Or you can check out the featured safari office photos here.

Interested in learning more about themed environments? Check out these related resources on IDS customers:

See more examples of safari theming here.

Hear more great stories of happy IDS customers here.

Contact Imagination Design Studios (IDS) to get started transforming your office from a mundane to magical patient experience. Or download our inspiring look book and start imagining the possibilities in your office.