Case study 2. Take over dental practice

Client: Smileplus, private general & cosmetic practice

The background: Our client took over the practice building from its previous owner in 2006. The practice was already well-established in its Edinburgh location. To start fresh with her own set of ideals for the practice and staff she knew she had to put her own stamp and identity on it. So Smileplus Dentalcare was the name that fitted her vision. Smileplus was the first practice that the new Principal had owned, so she had no previous experience of marketing or branding. We were recommended to her by a colleague and have been working with Smileplus since 2007.
Case Study: 1234

The Design Brief

We were tasked with:

Smileplus already had an existing customer base, but our client wanted to create a fresh, contemporary image to attract new customers as well as retain current ones. She asked us to design a new look for the practice which is understated but makes a great impression.

We were briefed to produce a full marketing package for the practice, including:

  • Logo and stationery design
  • Creating a Flash website
  • Designing and printing the welcome pack, recall cards and referral cards
  • Creating banners, signage and car vinyls
  • Designing magazine adverts
  • Arranging and art directing photo shoots

We also offered to take on the hosting for our client’s website and e-mail domain. This has saved the practice money as well as making it faster and easier to keep the site maintained and updated.

The target audience:

Our client wanted to target families and professional couples and singles living in Edinburgh that are interested in both general and cosmetic dentistry.

The Results

Dentistry Awards

Smileplus Dentalcare has gone from strength to strength since our client took over the practice. As well as retaining many of its original clients, the practice has attracted a new and increasing customer base from its target audience in Edinburgh. What’s more, our client is now the official dentist to the Scottish Rugby Union and three Scottish rugby teams, and she regularly promotes her custom-made mouth guards in rugby programmes and magazines.

The Approach

Branding and website design:

When creating a new corporate identity for Smileplus, we wanted to reflect the practice ethos of providing excellent service in a relaxing and comfortable environment. So we decided to use a colour combination of soft green and strong purple to communicate both an air of relaxation and the client’s passion for providing great service.

For the logo itself, we played on the practice name by incorporating three half circles into the ‘S’ of Smileplus to resemble healthy, smiling mouths. We built on this circular approach by adding contemporary shapes and patterns to the website design, to give the modern contemporary feel that our client was looking for. As a finishing touch, we made all the photographs of the staff and the practice itself circular in shape. This gives a friendly feel whilst also conveying the idea of extra smiles.

After the website was up and running, we applied the same principles to designing and producing the other materials, including a glossy welcome pack and adverts for the Yellow Pages and local publications. We now work regularly with Smileplus on new campaigns, offering fresh ideas and marketing support whenever they’re needed.

Car decals:

To strengthen the brand we designed some vinyls to go on the client’s car as it’s another great advertising space. The signs are produced using vinyl that is UV stable for a minimum of five years helping to ensure long lasting colour, protecting the client’s investment and maintaining the look of their company image. They were professionally fitted to ensure proper fit. Now other drivers on the road or passers-by on the street or eg. when parked in the supermarket will learn of the practice’s location, contact details, logo, strapline and website address.


With our client being the official dentist of the SRU and Scotland rugby teams we had unique opportunities to photograph the rising stars of the Scottish Rugby Union Team. She is producing custom made mouthguards to the team members so to advertise this service we used the images for the rugby programmes and banners for the games grounds. This is to help raise Smileplus Dentalcare’s profile through publising their unique connection.


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