BRAND DESIGN
NORTH STREET DENTAL
inviting, professional, timeless
ABOUT NORTH STREET DENTAL
Truth be told, branding a dentist was never on the top of my wish list. But this dental practice is the one I went to as a child back in Bridgewater, Nova Scotia. My family dentist was retiring and my client and old schoolmate, Dr. Kelly Saxby, was taking over the practice. So of course, I jumped at the opportunity to help give the practice a fresh new look.
Why a bird for dentistry you might say. The long-time community practice, previously known as Gatchell Dentistry, had featured two simplified and elegant seagulls as their brand's logo. Keeping a bird motif as the new brand icon felt like a perfect way to pay homage to Gatchell Dentistry—while avoiding any cliché dentistry iconography.
The brand's icon is inspired by the common chickadee, a bird known well to the Bridgewater and surrounding area. The goal in using this symbol for the brand is to provide a sense of comfort. It reassures both new and existing patients that the team at North Street Dental are friendly and familiar. Chickadees are also known to be brave and fearless which can provide courage to the younger patients who visit the practice.
Including the town in a few of the brand logos was important, not just for the street name that could presumably be from anywhere, but for the far reach this practice has earned in the Atlantic provinces. North Street Dental is home to leading dental technologies and equipment that can't be found anywhere else in the maritimes, a huge draw for patients beyond the local community.
A palette of rich blues and purples, supported by a soft peach hue evokes a sense of professionalism that the practice is known for. White also plays a vital role in the brand identity to ensure it portrays the practice as clean and orderly.
One of the supporting logos within the visual identity is a horizontal design. The intention was to create a design that would resemble a street sign. The practice has existed on North Street for over 25 years and so the new name of the practice celebrates this proudly.
Being a new business owner, I was a bit overwhelmed with the branding process. Jenny shared her expertise and guided me through the process with kindness and patience. She took the time to get to know my business and understand the direction I'd like to take it. The designs she provided were unique and unexpected (in the best way). I highly recommend Jenny Henderson Studio to anyone wanting to provide their new or existing business with a fresh look that will target your desired audience.
Dr. Kelly Saxby, North Street Dental
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