SWEET TOOTH DENTISTRY
Re-brand, 2018-2019
Objective:
Sweet Tooth Dentistry is a new and trendy dental boutique in high-end north Chicago. Their owner, Dr. Margaux Grason is just as chic as the interior design of the office. They offer high-end services to evoke comfort and quality to their customers. As Dr. Grason's company matures and settles in after two years, the brand identity and vibe was finally beginning to be established. Although Sweet Tooth was previously branded with a simple goal to bring in business from a city full of vast competition, ultimately the company started to sways a different direction from where their branding ended up and where their aesthetic truly lies. Now that Dr. Grason had an understanding of Her practice's core values and internal image, it was important to create a brand that was able to visually depict these ideals in all aspects and elements of corporate design.
Though Sweet Tooth had existing branding, overtime is was used in inconsistent ways in an attempt to advance its visual abilities. The old logo was created without much thought into its use or branding guidelines. Dr. Grason felt “stuck” in where her branding has ended up and felt the need for more color options and uses. This logo came in two layout options: as a badge and as a standalone logo-type. The badge felt rather busy, making use of what looks like 3 typefaces, and multiple layers of borders and shapes. Sweet Tooth was in need of a clean and sophisticated new logo that had unlimited uses in all aspects of branding and could define who they have grown into as a company. Being that they are still young, this new logo would also have to be versatile to mold into what they will continue to become.
Acting Roles:
- Creative Director
- Brand Director
- Creative Consultant
- UX/UI Designer
- Graphic Designer
