Family Dental Surgery
Run by a family of dedicated dentists (started by their father), FDS has matured along with the neighbourhood over the past three decades.
Cultivating a sense of closeness with empathy, familiarity through consistency, and having their patient’s best interests at heart. Propagating their father’s philosophy and moral code of “心有佛” (Buddha at heart).
Case/Client
Family Dental Surgery
Year
2022
Industry
Dental Clinic
Intervention
Brand Identity Design
Collateral Design
I was approached with this brand refresh exercise that seeks to change the shabby image of an old neighbourhood void deck dental clinic; to appeal to a broader and more affluent clientele from other parts of Singapore. Elevating the brand's perceived value whilst not alienating the affinity with existing regulars in the neighbourhood.
We first set out to establish the brand's key attributes:
1. Honest & Dependable
"We adopt a contentious and genuine approach as our service principle, reliable and consistent in providing a thorough job. We can be trusted to provide truthful advice for our client’s dental needs."
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2. Value for Money
"We are not a capitalistic establishment. We do not prioritise monetary benefits through unnecessary referrals and treatments. Our patients pay lower than the average costs for higher-than-average facilities."
3. Inviting & Comfortable
"Dental visits can be a daunting and uncomfortable experience. By providing a homely atmosphere and friendly vibe, we aim to make it a stress-free and pleasant experience for our patients."
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Everything else fell into place after (this is one of my smoothest projects to date!)
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The brand monogram/icon was a God-send to craft—the horizontal stroke of "F" and the vertical stroke of "D" forms the "+" symbol for an instant association with the health sector. When rotated 90° clockwise, it represents a tooth resting on healthy gum.
The logo lock-ups, brand colour palette, typography style and overall look and feel were obvious creative decisions to make that best answer the brief.
