St. Clair Dental

Located in Toronto’s affluent Yonge and Eglinton neighbourhood, St. Clair Dental required a sophisticated visual identity tailored to their high-end, primarily older demographic. The challenge was to move away from the clinical coldness often associated with dentistry and create a brand that felt human, premium, and deeply connected to their core philosophy: that oral health is a vital pillar of overall physical well-being.

Our strategy centered on a custom molar print that served as the geometric foundation for the brand. I deconstructed this print into a versatile "sparkle" element—a modular shape that could be used independently or brought together to create a unique "kissing" effect. This dynamic visual metaphor reinforced the brand’s message of harmony and health, while the art direction featured authentic photography of their actual clientele to build immediate trust and relatability.

I led the design of a digital experience that prioritized clarity and ease of use. The website was architected as an "easy read," allowing potential clients to effortlessly get to know the practitioners and explore the clinic's specialized services. By implementing a streamlined, intuitive booking flow, we ensured that the digital journey was as premium and stress-free as the in-person experience at the clinic.