Visual Identity for a dentist office

The challenge

Alliance Family Dentistry is a dentist's office in Naples dedicated to serving those with a vast variety of oral health and aesthetic needs.

The goal

In order to start over, the new owner made the decision to give her company a fresh look. As a result, we were given the duty of developing a new visual identity on our own, along with other communication tools including business cards, appointment cards, and a website.

The Concept

The goal was to stand out from other competitors as much as possible, so we developed a fresh visual identity with a fascinating backstory: the Plover Bird and the Crocodile. Nature's alliances can be strange. The Plover bird and the Nile Crocodile have a wonderful relationship, and because the small bird cleans the crocodile's teeth of debris, the encounter is somewhat similar to going to the dentist. That gave us a lot of inspiration for the office's aesthetic identity. The end result was a simple emblem that distinguished itself from the competition and added a wonderful touch.

The Process

A prime example of mutualism in nature is the crocodile and plover bird's collaborative attempts to survive. Crocodiles don't have a tongue and their front legs are too short to reach their mouth, so they are unable to brush their own teeth. Luckily, the plover bird flies into the crocodile's jaws, dislodging the food that had become stuck there and providing the plover bird with a filling feast.

The crocodile gains from the meal the plover bird discovered between its teeth, which prevents future dental problems, while the plover bird gains from its jaws. Mutualism is beneficial to both parties. We looked into potential situations where the two creatures might come into contact, and based on a number of images from the nature archives we chose the angle that best captured this interaction. Once we were satisfied with the perspective, we began sketching to combine the creatures in a way that was original and entertaining to observe.

From there we built the identity system around the simple emblem and its logo variants, and carried it across the business cards, appointment cards, and the website so a patient's first impression matched the story.

Conclusion

The client now has a fantastic brand statement and story to tell. It was simpler to create visual signage and unified discourse for the brand after the rebranding.