Smile Rooms / Private dentistry / UK / 2023–2024
A familiar smile.
A broader story.
An identity system and social content strategy for Smile Rooms, bringing the people, expertise and experience behind its dental care into the brand story.
Social strategy · Brand refinement · Location logos · Guidelines · Patient materials · Website direction
01 / The starting point
Keep the recognition.
Build around it.
Smile Rooms needed a refreshed expression that could connect its practices without losing the familiar smile symbol.
The work developed the identity around that existing asset: a versatile logo family, warm neutral colors, a defined typographic hierarchy and practical application rules. The guidelines also proposed a broader social content strategy.
- Client / Market
- Smile Rooms · Private dentistry · UK
- Timeframe
- 2023–2024 · Identity and applications
- My role
- Social strategy, brand refinement, guidelines, print and website concepts
- The handoff
- 36-page brand manual and application artwork
03 / The identity
One group.
Distinct locations.
The smile remains the anchor. A family of primary, square and wordmark formats makes the identity useful across different spaces and applications.
The location lockups connect Wokingham, Windsor, Kingston and Milton Keynes. Reading Smiles keeps its established name within the same visual family.
Keep one recognizable foundation while making room for the names and formats each location needs.
Warm neutrals and Josefin Sans establish a calm, welcoming expression. The guidelines define the hierarchy, color combinations and spacing that keep it consistent.
04 / Print and patient materials
The brand,
in patients’ hands.
The stationery and print system carries the identity into everyday contact: letters, business cards and patient information.
The Milton Keynes leaflet brings services, the clinical team and practice imagery together. Its reverse organizes patient reviews and contact details within the same visual language.
Stationery visualization from the original brand manual.
A shared structure.
Different kinds of information.
The eight-column grid provides a repeatable foundation for arranging imagery, service information and supporting details across portrait and landscape layouts.
The aim is practical consistency: recognizable materials that can accommodate the content each application needs.
05 / Website direction
From the first impression
to the next step.
The website concepts extend the identity into a patient-facing digital experience, with a clear relationship between the practice story, treatment navigation and booking controls.
The supplied homepage and expanded-menu views show that direction in context, alongside the responsive concepts documented in the manual.
Role: visual design and responsive website concepts.
06 / The handoff
The decisions,
made usable.
The 36-page manual brings the identity and its application rules together: logo formats, locations, color, typography, stationery, layout grids, imagery, social strategy and digital direction.
Explore selected pages from the original document below.
What the work established
A broader story.
Carried forward by the team.
The project gave Smile Rooms a shared identity across locations and a broader direction for its social content. The client invested in a videographer and social media manager to carry that direction into ongoing production.
02 / Social strategy
From treatment results
to the whole practice.
The existing feed relied heavily on close-up before-and-after images and testimonials. My recommendation was to broaden the story: show the people, expertise and everyday experience behind the care.
The guidelines set out a wider content mix, including visual storytelling, education, staff and patient stories, service highlights and community engagement.
The direction,
carried forward.
Following the brand work, Smile Rooms hired a videographer and social media manager. The later feed brings patient stories, staff, educational videos and practice life alongside treatment results.
Social strategy and visual guidance: Mariya Vasileva.
Photography, video and social posts: the Smile Rooms team.
Earlier feed
Later feed