Detour Design Studio
Brand + Communications
SmileCo Dental is a well-established dental practice that was purchased by Noel Allen Group in 2015. With the change of ownership, there was the opportunity to rejuvenate the exisiting logo, increase the visibility of the overall brand and communicate the new direction of SmileCo. It was essential that the new brand be inclusive, welcoming and relevant and continue to reinforce the client-centric service and philosophy of the surgery.
A strong focus and consideration was given to signage at a new location that would attract a new and more diverse range of clientele. The new state-of-the-art surgery is located within an arcade and somewhat hidden from street view. The challenge was to make the signage as bold, legible and dynamic as possible to passing foot traffic as well as other access point at the site.
The signage provided the perfect canvas to define the business and diverse service offering to greater extent and position SmileCo as an innovative and forward thinking practice. A repetition of pattern and images was used to reinforce the SmileCo brand - with a more restrained approach used for internal signage application.