Minimalistic Branding for a Dental Clinic

From Marburg and Wetzlar to all of Hesse, the clinic, with its two locations, serves as a true competence center. For over 16 years, they have specialized in oral surgery, implantology, and periodontology. When Dr. Würdinger and his partner, Dr. Reiser, wanted to focus on implantology after a change in ownership, I had the opportunity to redesign the clinic’s brand.

They wanted a strong key visual and primary color, with a logo that stood out, even without the company name. I developed a simple yet dynamic logo, integrating the shape of an implant as a constant visual element throughout. For the color scheme, a refined grey/beige tone was chosen, inspired by the bronze and metal look of implants, complementing the clinic’s elegant atmosphere. It worked well with the original blue branding, which was shifted from the primary to an accent color. This gave the clinic a more luxurious and elegant feel.

I designed new stationery for the clinic, from file folder to new opening event cards, covering almost everything. I also collaborated with the web development team and retouched the clinic’s new photos to ensure consistency across their updated brand.

The logo element was used as a stylistic feature, even with textures like glitter for event invitations, ensuring it remained recognizable and striking across all formats. Close collaboration with the client was maintained throughout, and the final artwork was prepared for print production.

It was also very important that every document maintained a consistent, clean look for a more professional impression. I redesigned documents like CD folders and interactive PDFs to reflect this. In collaboration with the web developers, we highlighted the clinic’s main services—oral surgery, implantology, and periodontology—by featuring video footage in the background and highlighting them with clickable card components. This allowed users to easily navigate to subpages and read more about these key services.