Case study 4. Specialist referral practice

Client: Colchester Dental Referral Centre
a specialist referral practice

The background:
CRDC was set up in June 2008 as a specialist practice that accepts referrals from local general dental practices. The practice also runs training courses in the partners’ specialist areas, aimed at general dental practitioners. CDRC’s surgery is located in a business park just north of Colchester in Essex. The client approached us in 2007, before the practice had been set up, as our design and branding services had been recommended to them.
Case Study: 1234

The Design Brief

We were tasked with:

As a start-up business, CDRC needed a range of services that we could conveniently provide under one roof.

These included:

  • Logo and stationery design
  • Brochure templates
  • Website design and development
  • Website hosting and maintenance
  • Referral pad design and printing.
  • Practice front sign and vinyl stickering
  • Advanced website search engine optimization

When designing, writing and producing materials for CDRC, our key aims were to:

  • Raise brand awareness.
  • Entice new dental colleagues who would recommend the practice to patients to carry out specialist surgeries.
  • Promote Continuing Professional Development (CPD) courses to registered dental professionals so they can keep up to date with their skills and knowledge.

The target audience:

Unlike most practices we work with, CDRC’s customer base consists of other dental practitioners rather than the general public.

The Results

Dentistry Awards

CDRC is now widely-recognised in the dental world as a multidisciplinary centre of excellence. Of course, we can’t take the credit for their dental skills, but we’ve certainly helped put CDRC on the map, both in Colchester and on Google. The fresh look of CDRC’s website is admired by colleagues, clients and patients alike…

  • Runner up in the 2009 Dental Practice WOW! Awards

The Approach

Creating the logo and stationery:

Each of our client’s four partners practises a distinct branch of dental medicine or surgery, working autonomously as well as under the CDRC banner. For this reason, we needed a design approach that would work for CDRC as a whole whilst enabling each partner to retain their own identity. To address this, we created a colour scheme integral to the CDRC logo. Each partner associate then mixed these colours as they wished for their individual letterheads, business cards, price guides and leaflets.


The main fascia was designed by us to ensure brand consistency and colours. Frosted and coloured vinyls were also created for the front of the building and interior reception doors. This is to help as much light to come through whilst maintaining patient privacy.

Website design:

When tackling CDRC’s marketing requirements, we had to bear in mind that (a) they’re targeting other dentists and not the public, and (b) their business park location means they’re unlikely to attract ‘drive by’ business. For these reasons, and because the services they offer are so niche, we felt a really strong online presence would work well for them.

So we set about building a website for CDRC that sets a professional tone and works hard to promote their services to busy dentists. The smooth, clean lines of the logo we’d created for them translated perfectly to the website, where a simple design and layout makes it easy for dentists and patients to find the information they’re looking for.

We wanted CDRC to be the first port of call for local dentists, so we introduced an advanced SEO and blogging strategy to help the new website shoot up the Google rankings. And it’s worked – the practice now enjoys top listings for many of their key phrases.


CDRC Portfolio

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