Redefine the smile journey.

Redefine the smile journey.

Portman Dental Care is an award-winning group of private dental practices. Born from a unique opportunity, Portman wanted to expand their audience and their offering. This new sister-brand was aimed specifically at an orthodontic audience. Portman wanted to connect with a younger, more image-conscious audience but were keen to maintain a reassuring connection to their existing brand identity.

Portman Dental Care is an award-winning group of private dental practices. Born from a unique opportunity, Portman wanted to expand their audience and their offering. This new sister-brand was aimed specifically at an orthodontic audience. Portman wanted to connect with a younger, more image-conscious audience but were keen to maintain a reassuring connection to their existing brand identity.

ART DIRECTION

ART DIRECTION

Positive. Confident. Outgoing.

A brand identity that smiles.

Focusing on an exciting journey and a positive outcome, the art direction was founded firmly in the strategy. A powerful, eye-catching and recognisable style that could be rolled out across multiple deliverables and, crucially, work as well in bricks and mortar practices as it would online.

Focusing on an exciting journey and a positive outcome, the art direction was founded firmly in the strategy. A powerful, eye-catching and recognisable style that could be rolled out across multiple deliverables and, crucially, work as well in bricks and mortar practices as it would online.

PRODUCT DESIGN

PRODUCT DESIGN

A stylish, forward-thinking website. 

A stylish, forward-thinking website. 

My goal from the beginning was to challenge the dental norm and set up a website that felt like a high-street eCommerce website – where users could easily understand the product offerings and bet inspired.
This was the central website, so it had to convey a large amount of information and build brand trust. I created a straightforward interface and unique experience. Every patient who lands on the page feels their needs are met at every stage. It’s that perfect balance of supportive and aspirational.

My goal from the beginning was to challenge the dental norm and set up a website that felt like a high-street eCommerce website – where users could easily understand the product offerings and bet inspired.
This was the central website, so it had to convey a large amount of information and build brand trust. I created a straightforward interface and unique experience. Every patient who lands on the page feels their needs are met at every stage. It’s that perfect balance of supportive and aspirational.

BRAND GUIDELINES

BRAND GUIDELINES

Between the lines.

Between the lines.

I delivered the website and brand assets alongside a comprehensive brand manual. The manual covered the new brand’s rationale, target audience, architecture, and video concepts, alongside component guidelines covering logo, tone, colour palette, typography, photography, and graphical elements.

I delivered the website and brand assets alongside a comprehensive brand manual. The manual covered the new brand’s rationale, target audience, architecture, and video concepts, alongside component guidelines covering logo, tone, colour palette, typography, photography, and graphical elements.

A different kind of orthodontist.

A different kind of orthodontist.

The completed brand and design for Portman Smile Clinic, stays true to the Group’s vision and values while offering a route that appeals to a younger audience.

Portman’s vision is to be the best privately focused dental group in the world. Their new sister-brand is engaging, omni-channel and successfully growing.

The completed brand and design for Portman Smile Clinic, stays true to the Group’s vision and values while offering a route that appeals to a younger audience.

Portman’s vision is to be the best privately focused dental group in the world. Their new sister-brand is engaging, omni-channel and successfully growing.

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8000+

8000+

27,000+

27,000+