The Dental Surgery Corporate Identity


The Dental Surgery, a private practice based in the heart of London, approached Mindcorp with the request to update their Corporate Identity, interior branding and website. Our objective was to establish a clear identity which resonated with the surgery’s simple yet professional approach to modern, state of the art dentistry treatment.
The identity was created with a clean, harmonious look and feel. The use of the colour blue, which is often thought of as calming and therapeutic, was chosen with the leaf motif to create serenity and counteract the often sterile, clinical reputation associated with most surgeries.

Generating imagery for the website and collateral involved carrying out a photo shoot within the practice. Offsetting the blue and white branding, we created a series of lifestyle and location based photo shoots to adopt an authentic approach. Many dental practices fall short in their website design or print communications due to the artificiality of imagery. We wanted to avoid the clip art, stock-image tone often set by other dental sites. The imagery needed to be genuine with a personal touch.

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The photography, with the branding, was used to update all collateral including brochures, coasters, stationary and uniforms. It was also used across the interiors of the surgery including desks and hallways as well as in the website refresh and email campaigns.

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Recognising that an industry like dentistry conceives 50% of business from referrals, it’s crucial to recognise that the other 50% is almost entirely the result of a first rate website or associated social media page. As a result testimonials are vital for The Dental Surgery and had to be integrated into the new site with clarity. We developed a wordpress powered CMS portal that could be managed by staff within the practice.