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Susan Parker Kendall | Brand Identity
Brand identity for a Florida-based cosmetic dentist, educator, and Head of the Florida Academy of Cosmetic Dentistry. The concept balances authority and becoming: it steps away from the polished, "finished" image of traditional dentistry and treats growth as a living practice.
The system pairs an elegant serif with soft green and cream tones and a gold SPK monogram built from rounded, overlapping forms. Applied across stationery, signage, web, and social.
Deliverables: brand strategy, logo and monogram, typography system, color palette, stationery, and digital mockups.
Built through practice, guided by curiosity, open to becoming.
Authority and becoming is such an unusual pairing for a dental brand, most stay firmly in the clinical lane. What pushed you to build in that tension instead of playing it safer?
Yeah, so this is an alternate version of a project I worked on.
The "real" Susan is a strong, successful cosmetic dentist with an established reputation and multiple placements in the dental world. But she’s also incredibly down to earth. She’s not interested in the whole “I’m...
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