Brief
Two Orthodontists requested an innovative branding system to target young and old patients for their newly built practice. They were flexible with the design concept and appearance. However, they did specify that the practice created a friendly environment that ensured patients felt comfortable and relaxed.
The company reports that its client base has grown and the business continues to be a successful venture. We have a long-term relationship with SP Orthodontists and carry on providing further design work
for their practice.
Strategy
The identity elements were created in order to work on positive and negative backgrounds. The ‘SP’ customised typographic was cleverly combined using a smile shape to represent the friendly atmosphere. This was also relevant and tied in well with the Orthodontic industry. The smile theme was repeated on further collateral and featured on a canvas used in the reception area. I incorporated shades of blue throughout the brand, adding touches of white to deliver a clean and sophisticated feel. The large printed glass panels that divided each workstation were developed using repetition of the main identity. A small wayfinding system was printed and embedded in clear acrylic to provide directional assistance for the patients.