All-around branding concept for a successful launch
When I received the brief from Praxis MKG Heiligenhaus, I was thrilled to be able to oversee the project from start to finish. It’s one of the greatest pleasures to have full creative freedom, from naming to complete brand development. Since the practice offers not only dental but also aesthetic services, and the new space was meant to be elegant and modern, I suggested the name “FINE” to the client. While blue is commonly used in the healthcare sector, I aimed to create a modern, contrasting color combination that would complement the design of the practice. The typography was also designed to be elegant yet contemporary and modern.
The 'E' in the logo is mirrored and shaped like a 3, symbolizing the 3 MKG (Mouth, Jaw, and Facial Surgery) areas, the 3-city region, and the 3 practitioners. This makes FINE both a visual and verbal trademark thanks to the distinctive lettering.
I also created an icon set for the website that complements the serif font with its unique fine lines and strokes, allowing web developers to use the variations for default, hover, and active states.
Some clients were unfamiliar with Heiligenhaus, and our client wanted an easy way to display the address on a dental appointment card and transfer slip. So, I designed a simplified map for the backside.
Outcome
After developing the corporate design with the client’s input, I finished the style guide, which outlined the logo, typography, color scheme, icons and combination possibilities. This also served as my design foundation for creating the corporate stationery and merchandising.
I was proud to design so many things from scratch for the Dental Clinic FINE, which led to me visiting their clinic with a colleague to discuss the next steps. We got to see the clinic with the interior elements and walls in the colors I chose for creating the corporate identity for FINE. By that time, we had already produced a variety of materials, from merchandise to flyers. But my teammate and I were always coming up with new sales ideas to pitch, presenting different opportunities to help FINE grow its presence in the area.
Here’s a sneak peek video of how our client meetings went!
