Service: Website Development, Brand Identity, & Product Design

Industry: Medical

Client: Dr. Terrance Stradford | Cosmetic & Dental Surgeon

Link: DentRx.net (Actively Furthering Development)

A highly accomplished dental surgeon conjured up a game changing idea that would revolutionize surgery outcomes for both dental practitioners and their many patients. But six tangled websites, unclear messaging, and a handful of scattered teams were holding the brand back. With investor eyes on the horizon and internal momentum taking a hit, something needed to give, and fast. It was then that he recalled a team he knew could bring order back to his brilliant idea.

After weeks of deep diving into the DentRx vision, Comet + Crater decided it was time to completely re-architected the business from the inside out. Clarifying the product, refining the messaging, and streamlining the entire back-end operation. Within a few weeks, DentRx Health went from promising but confusing to credible and necessary, attracting investor interest, increasing patient enrollment by 7x, and eliminating $50K+ in waste. For the first time, Dr. Stradford had the clarity, tools, and team structure to lead DentRx Health with confidence, and pitch it like the category defining solution it truly is.

Dr. Stradford had tried to build DentRx Health on his own — without technical experience — and ended up with six incomplete websites, four abandoned app builds, one terminated developer account, and a concept that no one could clearly explain. He didn’t know how to package, price, or present the service. The branding was in need of cohesion, the tech stack was bloated, and internal confusion affected progress. The core value of the service had also been misunderstood, and what should have been the differentiator was buried under layers of noise, clunky systems, and miscommunication.

Branding

Website Development

Workflow Engineering

Copyrighting 

Project Management 

Product Design

Application Deployment

Business Strategy

Investor Pitching 

We partnered with Dr. Stradford to turn DentRx Health from a roughly functional concept into a seamless, fundable business.

First, we clarified the value proposition through working sessions and developed a distinct brand identity with an adaptable design system.

Then, we stabilized the existing web presence with a stopgap-solution (old site live while the new one is under development), while planning a full Squarespace relaunch to meet long-term goals and short term needs.

Next, we mapped out the service model from end to end, identifying operational gaps and engineering new workflows to reduce inefficiencies and save time.

We also restructured internal responsibilities, aligned global hardware and software teams with compatibility solutions and maintained clearer communication channels to keep production on track.

Finally, we provided technical leadership across the board — from crafting investor-facing documentation to advising in pitch meetings — helping DentRx Health move forward with confidence and clarity.

Projected revenue increased from ~$250,000 to ~$3 million after repositioning the core value of the service

75% increase in internal productivity following role delegation and process simplification

Pilot program patient enrollment jumped from 20 to 150 (~7x growth)

Eliminated ~$50,000 in unnecessary tools, teams, and inefficiencies

10+ investor conversations sparked by a newly defined, clearly articulated pitch

Strengthened internal morale due to regained confidence in brand and technical leadership