Gentle Dental - Branding & Advertising

Like many of their competitors, Gentle Dental’s existing advertising focused on using perfect but generic smiles to draw attention to their services. Our client needed a visual identity that leant into their differentiating factor – that of Wellington’s gentlest dental practice.

Our aim was to create a visual identity that felt friendly and approachable while communicating the core benefits of a gentler approach to dentistry. We used an image of a patient wearing an eye mask and reclining in a dentist's chair to show that an appointment at Gentle Dental can be a relaxing experience. A hand-drawn lockup of the tagline ‘Every Smile Tells a Story’ and illustrations kept the idea playful. The combination of slick photography and fun visuals resulted in a disruptive visual campaign that still kept the brand’s look professional. We’ve since used this art direction to promote more of their services – like the time we turned their dental hygienists into dental superheroes.