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A dental practice based in Beverley, East Yorkshire. Our brief was to create an identity for the practice, including a name for it. So initially we worked on the concept of a name for the practice, exploring many concepts, but arriving eventually at ‘Perfect 32’. The thought process behind this name was that all adults should have 32 teeth and with proper dental care they should aim for 32 perfect teeth. The name was therefore deliberately aspirational and non traditional for most dental practices. We enhanced the name by developing a strapline ‘pursuing dental excellence’ which worked on two levels, one for the individual patient, and on another level for the practice itself to pursue professional excellence. The logotype was simple in execution, relying on typography and colour combination, which had a fresh and clean feel. The brand was developed in stationery, literature, signage, photography, website and press advertising, creating a truly consistent and cohesive corporate style to sell the practice to the public.

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