Smile Dental is a family and cosmetic dental practice in Townsville, North Queensland, Australia. Forget everything you know about dentists – Smile have their own vegetable garden and chickens and offer their clients bread fresh from their kitchen.
I have guided the growth and the evolution of the brand for over 16 years – from the initial naming and identity through to the ongoing production of applications (such as toothbrushes and stationery, to uniforms and signage) and the design and copywriting of print, radio and TV campaigns.
For the past two years we have been rebranding gradually, introducing an illustrative approach to all advertising and renovating the practice with a fresh new look and colour palette. The final stage will be the introduction of a new name and logo.