My friend, author, and brand-naming expert Louise Karsh introduced me to The Dentists of Sunbury. When Dr. Mohit Dubey, the founder of the practice, approached me, he had recently renamed it with Louise’s help and needed a new brand identity to accompany it. He had big aspirations for the future and wanted a brand identity that could scale, potentially franchising in new locations.
During our early discussions, Dr. Dubey emphasized the need to appeal to a sophisticated and affluent senior audience while not alienating his existing patient base. To achieve that, I designed an identity focused on elegant simplicity and subtle symbolism.
The clean typeface of the logotype balances a sense of professionalism with a friendly tone, avoiding anything too clinical or intimidating. It’s approachable without feeling overly casual, which is key for a dental practice that needs to convey trust and expertise.
The color palette communicates health, trust, and calm, while the smiley face hidden in the “of” is a fun way to subtly inject some personality into the logo. It’s playful without being too whimsical, which allows the brand to feel welcoming while maintaining a professional appearance. The icon makes the identity feel approachable, human, and trustworthy.
With its distinctive “of” smile, the primary logo lockup provides a strong visual anchor that allows for easy adaptation across future franchised practices. This makes the brand highly flexible and scalable—whether it’s “The Dentists of Melbourne” or “The Dentists of Adelaide,” the logo maintains its core identity while seamlessly integrating new locations, ensuring consistency and brand recognition as the practice expands.
