Smiles and Grins

The Client

Project Scope

Smiles and Grins is a Kenyan Dental Clinic offering pediatric dentistry, orthodontics, and general dentistry. Based along Kiambu Road, Feruzi Towers, they are big on professionalism, excellent customer service, and being friendly.

Brand Strategy
→ brand purpose
→ positioning and differentiation
→ raising brand awareness

Brand Identity
→ visual: logo redesign, colors, fonts
→ guidelines: brand guidelines

Brand Implementation
→ business cards
→ interior design
→ way finding, signage
→ space branding installation

The Problem

The Solution

Being a new dentist in the area, Tess, the Founder, wanted to differentiate her outfit from all other dentistries in a 50km radius. Having a focus on pediatric dentistry was the first step in differentiation and we had to capture this in the brand identity.

Given we were building the brand from scratch, we had the opportunity to employ great liberties.
→ Typography: to capture the professionalism of Smiles and Grins, we used a serif font and paired it with a slab serif to bring about a modern look to the brand.
→ Colors: we used bright and cheery colors (teal blue, rio grande, bright green, and tangerine. This was to show the focus on kids as well as making the brand appear warm and friendly.
→ Logo: Given their expertise, we used a flat design of a tooth with braces, with gentle curves and playfulness.
→ Space: In the space, we used funny one-liners in the inside of the clinic as well as clear directions for way finding and differentiation.

At the time of writing this, the brand is growing and Smiles and Grins has a steady influx of happy customers - new and returning patients.

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