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How to put a dent in the dentistry market

From a marketing perspective the Croatian private dentistry market is experiencing both a renaissance, but also a process of saturation. Many dental clinics have popped up in the last couple of years, but the vast majority of them have generic names (think something with the word dent), typical-looking interiors and colorways – white, hospital-green and maybe some blue.

Since branding should be an exercise in distinctiveness – we wanted to avoid the traditional and predictable when it came to naming and visual identity. As a private dental clinic, we had to take into account – that in a vibrant dentistry market – we need a brand that will stand out, not blend in.

Today's consumers

Increased dental health awareness, greater focus on aesthetics – primarily driven by social media – and the fact that these days people don’t go to the dentist only when they have a toothache, but go to frequent checkups – all contributed to the need of making a dental clinic more accessible and user friendly.

Long gone are the days that you had to (had to!) go to the dentist. Today, people want to go to the dentist. They actively inform themselves about the best clinics and the procedures, compare and make (informed) decisions. This is why our design had to reflect the clinic as a place you’d want to go and not a place you were forced to reluctantly visit every other year.

The visual identity relied heavily on toned-down colors, with the overall look-and-feel being calibrated to make the visitor feel as relaxed and stress-free as possible. The aesthetics borrowed greatly from the ‘wellness’ color palette: earthy tones, clean layouts and decluttered space. This was not a coincidence, since we wanted something that communicates cleanliness, purity and serenity but doesn’t look sterile.

CREDITS
Client

Creative Director
Art Director

Model photos
Interior photos
Stationery photos
Press
Dental centar V

Luka Pervan
Sandra Mrkšić

Matej Jurčević
Marko Mihaljević
Sven Knechtl
Lunch Press

Interested in collaborating with us? Send us a message, or mail us at hq@popola.agency