Unique identity for an established dental practice
For the establishment of a dental practice in Düsseldorf, I had the opportunity to work with a dentist who shared the ambition of avoiding clichés and had the confidence to stand out from other practices. This freedom to express myself creatively was very motivating. His goal was to create something urban and artistic for a younger audience.
Dr. Yanovskyy didn’t want to showcase only the sleek and polished side of Düsseldorf. He envisioned that graffiti art, which inspired him, could complement his practice in a modern, minimalist way. After a lengthy process of image searching and exploring various design proposals, the client chose one of my key visual suggestions that would be memorable and stand out, even in small formats like business cards.
I adapted the graffiti image of the key visual for all the practice’s branded materials, selected a fitting urban-style font for the logo, and implemented it consistently across everything, from appointment cards to the practice’s shirt designs. Additionally, I retouched numerous practice photos, prepared them for print, and maintained direct communication with the producer throughout. The website was adapted to match the corporate identity and designed by my colleagues.
Outcome
At Smilz Clinic, in addition to German and English, Turkish, Romanian, Arabic, Czech, Russian, and Ukrainian are also spoken. The target audience was very broad, and the goal was to reach everyone, regardless of their national background. To raise awareness and promote the clinic, we also designed large-format posters and advertising banners for metro stations and around the city.
