Industry: Healthcare
Focus: Dentistry & Patient Experience
Dr. Kerri Hill, a highly skilled dentist, wanted to establish a strong and cohesive brand identity that reflects her professionalism, compassion, and modern approach to dental care. The goal was to build a brand that not only communicates trust and expertise but also makes patients feel comfortable and welcomed before they even step into the clinic
Despite her reputation and quality service, Dr. Hill lacked a consistent visual identity and tone across her practice. Patients often found the brand too clinical and impersonal, which did not fully represent the warmth and care she provides. Without defined brand guidelines, marketing materials, website visuals, and social media lacked cohesion—leading to missed opportunities in patient engagement and retention
A comprehensive brand guideline was developed to unify Dr. Kerri Hill’s identity across all platforms. This included:
Logo Design: A clean and modern mark featuring dental-inspired elements, paired with professional yet approachable typography.
Color Palette: A refined mix of Grey (#808284) and Pink (#DAB8B5) as primaries, complemented by soft secondary colors to balance professionalism with warmth.
Typography: Adoption of Against Regular for the logo and Outfit as the main brand font for clear communication across print and digital.
Visual Style: Patient-friendly imagery, minimalistic layouts, and a calm tone to reflect trust and care.
Tone of Voice: Warm, professional, and reassuring—ensuring patients feel understood and valued.
The new brand identity immediately elevated the perception of Dr. Hill’s practice. Marketing materials and the website became visually consistent, more inviting, and aligned with the clinic’s values. Patients expressed greater trust in the brand, and the cohesive design helped reduce hesitation in booking appointments. Online engagement also increased as the brand became more recognizable across platforms.
The rebranding not only modernized Dr. Kerri Hill’s presence but also built stronger patient relationships. By combining professionalism with warmth, the practice successfully positioned itself as both trustworthy and approachable—qualities that set it apart in the dental industry. Long-term, the brand guidelines now serve as a blueprint for sustained growth, patient loyalty, and a clear competitive edge
