Island Smiles (formally Hyland Dental Care) came to JUST Creative in need of rebrand. After purchasing the dental practice from Mr Hyland, they needed a new name, tagline & brand identity to reflect the new management.
The new brand had to stand out from the sea of other dentists which were often sterile & clinical, and instead convey a friendly & relaxing atmosphere that is reflective of their practice.
Our approach was to create an identity that plays on the vibrant and sunny nature of Hawaii. A place where you can relax and enjoy yourself.
The first port of call was the name. We created an inclusive & friendly name that made everyone feel at home. As Maui is an island and smiles are what the dentist creates, Island Smiles, was the perfect fit.
The tagline ‘Making Maui Smile’ complimented the brand’s mission and tied the whole brand’s ethos together. It works multiple levels!
The logo mark cleverly combines a palm tree within a tooth, giving off island vibes while also communicating dental care.
The typography, which features two contrasting fonts, is both professional and relaxed, perfectly reflecting the brand’s core values.
The color palette is inspired by the ocean and sun, and beach themes are evident throughout the brand, with subtle nods to seashells and sand, as well as the photography which has been shot at beach locations.
With this new brand direction defined, a style guide and other marketing collateral were created, such as stationery and social media graphics.
Here is what Island Smiles had to say about working with me:
“Jacob of JUST Creative is a branding wizard! He listened with patience and delivered an amazing brand that we are very proud of. I HIGHLY recommend him to anyone that wants an in depth dive into brand strategy & incredible designs that will serve your business for years to come.”
– Eric Stanley, Island Smiles
- Client Island Smiles
- Date January 22, 2020
- Tags Identity, Print, Strategy