Designing Scalable Consistency for Multi-Location Private Dentistry
A fresh, timeless brand system engineered to maintain premium clinical standards across physical clinics, interior signage, localized patient collateral, and digital booking touchpoints.
Client
Smile Rooms Group
Sector
Private Dentistry
Main Market
UK
Timeframe
2023-2024
Engagement
Rebranding, Brand Identity System — The Vault, Afterbranding implementation support
What I created
Rebrand and identity system, logo and location logic, typography and colour hierarchy, website direction, patient-facing print system, in-clinic materials, leaflets and folded brochures, price-list formats, Canva templates, brand guidelines and vendor standards
The situation
As Smile Rooms expanded across multiple clinic locations, individual practices were developing unaligned marketing materials, pricing sheets, and signage. The brand needed an airtight operational system so localized teams could produce collateral without diluting the practice’s premium perception.
The problem
Smile Rooms did not need a dramatic reinvention for its own sake. It already had recognition and an established patient base.
The problem was that growth had introduced inconsistency. Locations and marketing outputs were not always following the same hierarchy, print and digital materials were being built without one shared standard, and vendors had limited production guidance.
The rebrand therefore had two responsibilities at once: make the identity feel more current and premium, while keeping enough continuity that existing patients still recognized the business.
What the brand needed
The project needed to introduce more structure without sacrificing familiarity.
Refresh the identity without alienating existing patients
Create shared rules across multiple clinic locations
Align website, print, patient materials, and social communication
Give vendors clearer production standards
Make internal marketing easier to delegate without increasing brand drift
What was built
Identity and location structure
The rebrand formalized logo use, location logic, typography, colour, layout hierarchy, and photography direction. The updated system was designed to feel fresher and more premium while preserving enough continuity for an established audience.
Digital and patient-facing applications
Website structure, patient materials, and marketing layouts were aligned with the same identity rules. This made the brand feel more consistent when a patient moved between clinic, website, print material, and campaign content.
Afterbranding implementation
After the core system was established, the work continued into practical applications including in-clinic posters, price lists, leaflets, folded brochures, and editable Canva templates. These were not separate redesigns; they were applications of the same rules in day-to-day use.
The result
Smile Rooms moved from an informal multi-location brand setup to a documented identity that could be used more consistently across clinics and marketing.
Clinic and marketing outputs followed a clearer shared hierarchy
Print, digital, and patient-facing materials became more aligned
Internal teams gained editable templates for recurring work
Vendors had clearer standards to work from
The founder could delegate more execution without relying on constant visual correction
The rebrand preserved recognition while giving the growing group a stronger structure for future locations and communication.
Where to start
Learn about the Strategic Brand Audit Or Send Your Brand Details
"I found Mariya after reviewing hundreds of profiles from agencies and freelancers. Immediately not just the quality but the variety of her projects stood out. We wanted to refresh our brand after 7 years, and Mariya created something that not only looked both fresh and timeless, there was so much thought into not alienating those familiar with us already. Working with Mariya has been a joy, she not only captures the essence of your brand, but goes above and beyond to really understand your future goals, the practical applications of each element. The final result is a brand that not only reflects your values and looks world class, it resonates with potential clients and increases engagement."
Jai D.
Smile Rooms