Here is a behind the scenes look at the brand design for Sweet Tooth Pediatric Dentistry.
Dr. Erica Pitera, a pediatric dentist in Connecticut, reached out to me to rebrand for her new dentist practice. She was in the process of taking over a dental office and it needed a new brand. The practice had been around for 30 years and was originally named after the previous dentist. Erica decided to rename the practice to Sweet Tooth Pediatric Dentistry, since kids are sweet. The sweetest (no pun intended 😉) part of her story was that she had been a patient there when she was little. The most important thing to Erica was that she wanted to make sure that the brand didn’t market kids eating lots of sweets, but wanted to be known as the place where sweet kids and healthy teeth are their speciality.
In the discovery phase, I learned more about the vision behind Sweet Tooth Pediatric Dentistry through the creative questionnaire that all my branding clients receive. As a young female dentist, Erica stood out in the market because most children feel comfortable around female dentists. Moms that are looking for dental care often feel overwhelmed and nervous when trying to find a dentist, so having a brand that highlighted a more feminine side was important. I created a mood board that reflected her vision of a brand that was modern, fresh, approachable and trusted.
I design most of my brands, so that there is a lot of creative flexibility and the Sweet Tooth brand was no different. I needed to make sure that there were several brand marks that could work on applications as small as a handle of a tooth brush to large signage.
Here are all the different brand marks for Sweet Tooth Pediatric Dentistry.
The Sweet Tooth color palette is fresh and modern with a bright and happy feel. Since the colors are so bright and vivid, the use of a lot of white space is important for the overall styling of the brand to stay sophisticated.
Patterns are one of my favorite brand elements. For the Sweet Tooth brand patterns, I created several simple confetti/sprinkles inspired patterns. The “sprinkles” give a playful wink back to the brand’s name. To complement these patterns it was important to also pair them with stripes.
Brand Illustration Style
To establish the youthful side of the brand even more, I created custom illustrations. The hand-drawn illustrations mixed with the brand’s more modern elements gave it a really fresh feel.
It was a lot of fun building out the Sweet Tooth brand from business cards, to referral pads and to the design of the website, I was able to really capture the brand’s vibe – modern, fresh, approachable and trusted.
The Happy Client
"I am beyond thrilled with the final result of my branding design for my new pediatric dental office. I can be a very picky person when it comes to design, but I never second guessed my decision to hire Jennifer - she exceeded my expectations! She listened to my ideas and desires for the branding, was very receptive to any changes I requested, and always replied promptly and stayed on track through the entire process. She truly "got" my vision and executed it beautifully, I am so excited to share what we've come up with with the world. I would highly recommend working with Pace Creative Design Studio to any of my colleagues or friends!"