The Brand Marques
A subtle evolution to the existing icon was needed to reinforce the authentically superior nature of Yorkshire Dental Suite.
Utilising the aesthetically pleasing nature of symmetry & its perfection, a balanced, clean & authentic marque was formed.
To accompany the brand icon, the word marque underwent a subtle evolution. By stacking the letterforms a proud & superior marque now communicated credibility, trust & dependability.
A symbol of luxury & style was additionally crafted. The monogram, consisting of the letters YDS was created to allow for greater flexibility, as well as further emphasise their fine craftsmanship.
A Superior Identity
To truly emphasise the superior quality of dentistry offered, a clean, confident & minimalistic aesthetic was crafted.
The identity utilised a confident use of clean space, clear & concise messaging & striking imagery full of personality & emotion.
A soft & stylish colour palette was carefully selected to emphasise the warm, friendly, comforting & down-to-earth experience at Yorkshire Dental Suite. Beige tones were chosen to evoke a sense of calm & composure of the practice itself, whilst soft tones of browns represent the comfort & reliability clients can expect.
A traditional but contemporary typeface was selected & paired with an italic typeface, which evokes a stylish, fashion-led brand aesthetic.
Fable&Co. designed a comprehensive stationery suite ranging from business cards, letterheads, with compliment slips, & email signatures, along with branded merchandise such as luxury gift bags.
A Different Kind of Practice
Yorkshire Dental Suite is committed to improving the quality of people's lives through exceptional dentistry.
We quickly understood how unique Yorkshire Dental Suite was – consisting of a dedicated, passionate & affable team.
Originally set up by Abdul Dalghous, & now supported by his twin sons, Hussein & Hassan, YDS stood apart from others by offering superior quality & a personable, caring experience.
The personality & tone of voice for the brand needed to reflect this – coming across as down-to-earth, calm, positive & knowledgeable.
The use of ‘Let’s Smile’ as the brand tagline was a simple & colloquial way of summarising how YDS can help & what clients can expect.
Managing The Brand
An extensive brand style guide was produced to communicate the various aspects of the brand identity & how it should be effectively applied.
The comprehensive style guide details the brand marques, colour palette, typography, iconography, messaging, tone of voice & imagery styling.
This comprehensive document demonstrated how the identity should be applied to printed & online applications effectively & consistently for now & in the future.
The Online Experience
To reflect the new brand identity & proposition, the website needed to provide users with a friendly, engaging & yet highly-functional experience.
Within 6-weeks, the new website was designed & built – ready to be revealed to the world.
A warm & friendly tone of voice greets users, truly immersing them in the professional, but warm & ambitious nature of the practice & team.
Comprehensive bios of each highly-qualified team member provides instant credibility & demonstrates their unique & crucial role within the practice.
Imagery of smiling customers adorn every page of the website, proudly showcasing the exceptional results & unrivalled level of service clients have experienced.
A suite of iconography was designed to further identify Yorkshire Dental Suite’s offerings & allow for a clear & concise user experience throughout.
Capturing Professional Moments & Honest Emotions
We orchestrated a photoshoot to take place in the practice to capture the team immersed in their everyday environment.
It was important that imagery captured the humanity, authenticity & the down-to-earth nature evident throughout the business, along with the professionalism & friendly culture within Yorkshire Dental Suite.
A predominate visual aspect of the brand identity was showcasing the happy, confident, smiling clients, helping to build an emotional connection with the audience by demonstrating a positive end result.
These were captured against clean & minimal backdrops to adhere to the clean identity aesthetic, alongside a careful selection of stock imagery to compliment.
Brand Launch Animation
A brand animation was produced to introduce the rebrand to the world, as well as to communicate the benefits of becoming a YDS client.
We utilised existing video footage of clients & newly created brand assets to create a short animation designed to promote YDS through various social channels & press releases.
It looked to demonstrate the calming practice environment & the friendly team combined with key statistics, prominent messaging & real client emotional reactions.
We'd like to give a huge thank you to Fable&Co for their incredible work and expertise. They have transformed our brand and identity to create a world-class website that provides the user with an amazing and intuitive experience. Brilliant communication, helpful approach, and going above and beyond throughout. 5-star rating from us. Thank you guys!