Brand · Web Design

Smile Clinic.Personal care,healthy smiles.

A dental practice on West End Lane in London — we built a warm, patient-first identity and a website that puts personal care, transparent pricing and easy booking at the centre.

Client
Smile Clinic London
Sector
Dental / Healthcare
Scope
Brand · Web
Location
West End Lane, London

01 / The Brief

Personal carefor healthysmiles.

Smile Clinic London is a dental practice on West End Lane and a part of the Thousand Smiles group. Their model is unusual: a deliberately lower patient list so each treatment can be thorough, with customised payment plans that fit a budget rather than a packed clinic. The brand had to carry that promise — warm, attentive, modern — without losing the credibility a healthcare practice needs.

We built a soft, patient-first identity around a teal tooth-and-smile mark and a deep-navy modern wordmark, and a website that mirrors the practice: a friendly hero, a deep-navy pill panel for the booking call, transparent payment-plan messaging, and an unmissable BOOK ONLINE button woven through.

Visit live site
02 / Identity
Smile Clinic London primary mark — a teal tooth-and-smile icon next to SmileClinic in deep-navy modern wordmark, with LONDON in grey caps and 'a part of Thousand Smiles'
Primary mark
A tooth, a smile, and a wordmark that breathes — healthcare with a soft hello.

03 / Palette

Teal, navy,a hint ofwarm gold.

Teal carries the freshness and the tooth-and-smile mark; deep navy gives the brand the seriousness a healthcare practice needs; a single warm gold handles the calls to action without tipping the system into a clinical blue cliche. Clean paper white keeps the rest editorial.

01 / Primary
Smile Teal#7EB6C4
The mark & hero
02 / Ink
Deep Navy#0E0E1C
Wordmark & pill panel
03 / Accent
Warm Gold#E0A81C
BOOK ONLINE & CTAs
04 / Paper
Paper White#FCFCFC
Surfaces

04 / Website

Personal care,on the page.

A teal-and-navy website that takes the practice's personality straight to the homepage: a smiling-patient hero, a deep-navy pill panel calling out the phone number, transparent payment-plan messaging over group photography, and a warm-gold BOOK ONLINE button no visitor has to hunt for. Warmth, with the wiring of a conversion site beneath. Live at smileclinic.london.

04.1  /  Homepage — Full scrollsmileclinic.london
smileclinic.london
Smile Clinic London homepage — a teal-toned hero with a smiling patient and a deep-navy Personal Care For Your Healthy Smile pill panel, followed by warm-gold BOOK ONLINE CTAs

— A note on the work

Personal careisn't a tagline —it's a calendarthat has roomfor the patientin the chair.
— Studio note

05 / Deliverables

What weshipped.

A focused brand-and-web engagement — identity plus a patient-first website.

  • 01Logo system (primary, stacked)
  • 02Tooth-and-smile mark
  • 03Sub-brand lockup with Thousand Smiles
  • 04Colour palette
  • 05Typography & UI type scale
  • 06Button & CTA system
  • 07Hero / pill-panel component
  • 08Photography direction
  • 09Web UI design
  • 10Responsive layout
  • 11Booking & contact flow
  • 12Front-end build

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