The Dentists of Sunbury Brand Identity

I was introduced to The Dentists of Sunbury by my friend, author, and brand-naming expert Louise Karsh. When Dr. Mohit Dubey, the founder of The Dentists of Sunbury, approached me, he had recently renamed his dental practice with the help of Louise and now needed a new brand identity to go with 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. This design choice also brings a sense of approachability, making the practice feel more human and trustworthy.

The primary logo lockup, with its distinctive "of" smile, 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.