Smile Rooms: Unifying a Premium Wellness Brand for Scalable Growth
I refined the brand of a recognized dental group, eliminating fragmentation and delivering a cohesive system that empowered the client to scale their marketing, hire a team, and build consistent brand equity.
Client
Smile Rooms Group
Sector
Wellness
Main Market
UK
Timeframe
2023-2024, 4 weeks
Project Type
Rebranding, The Vault, Brand Operating System
Deliverables
Brand Guidelines, Website Design, Print Media, Visual Identity, Canva Templates
Executive Summary
The Problem: A successful dental group with strong recognition was held back by an inconsistent and fragmented brand identity that no longer matched their premium service level.
The System Deployed: A "Vault Elevated" system was executed to refine the brand's core identity, typography, and color logic, creating cohesion without alienating their existing client base.
The Business Outcome: A complete, actionable brand system that gave the founder the confidence to hire a social media manager and videographer, resulting in a consistent, high-quality content rollout and a more premium market presence.
The Diagnosis
When Recognition Outpaces Cohesion
Smile Rooms' core business liability was a brand that couldn't scale. While the service was premium, the visual identity was fragmented, leading to critical failures:
Brand Inconsistency: A lack of clear guidelines led to inconsistent visuals across different clinics, social media, and print materials, eroding the premium feel.
Stalled Marketing Efforts: Without a unified system, creating new marketing assets was inefficient and off-brand, preventing the team from scaling their content strategy.
Generic Market Positioning: The outdated identity failed to communicate the brand's unique blend of luxury and clinical excellence, causing it to blend in with competitors.
“We love our logo. We just need the rest of the brand to catch up.”
The System
Alignment Without Alienation
The solution was not to erase a recognized brand, but to architect a sophisticated system around its best elements. I deployed a strategic framework built on three pillars:
Refined Identity Suite: I developed a versatile system of logo variants for different applications (main, square, location-specific) to ensure consistency everywhere.
Strategic Visual Logic: I engineered a complete visual language, defining a strategic color system (Raisin Black, Pine Tree, Platinum), clear typography rules (Josefin Sans), and art direction for photography.
Team-Ready Activation Tools: I delivered a comprehensive suite of usable assets, including a custom stationery suite, Canva-ready templates, and a UX framework for their website, empowering the internal team to execute independently.
The ROI & Outcome
From Brand Guidelines to Market Activation
The ROI for Smile Rooms was the immediate transition from brand confusion to confident market activation. The new Vault System was not just a deliverable; it was the ignition key for the brand's next phase of growth.
Armed with a clear and professional brand book, the founder immediately hired a dedicated social media manager and videographer. The system gave them the framework to roll out high-quality, consistently branded content, transforming their digital presence from improvised to intentional. The true outcome was not just a new look, but the enablement of the client's own team to build brand equity with discipline and clarity. Branding isn’t what you receive; it’s what you do with it.
This wasn’t a handoff. It was ignition.Vault Execution Score: 10.1/10
Vault Lesson: Branding isn’t what you receive. It’s what you do with it.
"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
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