Smile goes a long way

Smile is a dental clinic in Iasi, and one of the top ones, with two locations in prime areas of the city. They came to us convinced that their outdated identity and online presence wasn’t in line with the progress they had made and with their values and approach. It didn’t take much digging to find out that that was in fact true and we had a lot to work with. Two of the primary goals we wanted to achieve were successfully communicating their high technological standards and their caring for the pacient not only on the dentist’s chair, but also before and after they leave it.

Several directions were considered after gathering insights from client interviews, the market and the competition. We decided on a very minimalistic visual system, centered around a logo that depicts a encircled human form, with a hidden smile in the lower part, suggesting the care that they offer to their patients, beyond just the teeth. We wanted to avoid the generic marks that are often used by these brands. The logotype was custom created from a combination of uppercase and lowercase characters that work wonderfully together. We then moved on to designing the stationery: business cards, letterheads, brochures, folders, insignia and promotional items.