I am the Marketing Specialist at Artistry in Smiles, a fee-for-service dental practice based in California. They underwent a comprehensive rebranding in 2022, including a new website and logo.
I collaborated with a dental marketing firm to develop the logo. The doctor had a very specific vision, so we eventually provided them with a detailed sketch to capture exactly what he wanted. Drawing from industry color trends, we chose two shades of blue for the logo. While the dark blue was selected quickly, finding the perfect light blue took more time to achieve the desired effect. Once the logo and primary colors were finalized, I created a style guide to ensure brand consistency.
Since then, we have been gradually updating all printed marketing materials to incorporate the new logo and establish a cohesive aesthetic. A signature design element across our branding is an acrylic paint swipe to represent the artistry in dentistry. In 2025, we began rolling out branded merchandise, including notebooks for team members and various products for patients. We offer different levels of giveaways depending on the occasion.
Our marketing content is designed to highlight our unique selling points: cutting-edge technology, a commitment to stand by our work, treating patients like family, and providing after-hours access to doctors. The design elements were carefully chosen to convey quality, professionalism, and comfort. The goal of the designs is to help elevate the brand and differentiate us from competitors.
Our primary target audience is ethnically diverse mothers who schedule appointments for their entire family. We want them to know that we provide comprehensive services for all ages. We are competent and accessible. We even have patients who have stayed with us from childhood to adulthood.
I also produced a welcome video for our website featuring interviews with both doctors and our office manager. The goal was to keep it concise while clearly communicating our key differentiators.
In 2023, two team members celebrated 20 years with Artistry in Smiles. To honor their dedication, the doctor commissioned a special gift of a branded necklace. I created the initial sketch for our jeweler, and after some refinements, the final design was crafted in 14k gold with diamonds.
