Katherine Ngu is a respected specialist pediatric Dentist who was looking to start a new practice. The identity was a cautious move as conservative choices in this industry were commonplace. This specialist had to communicate to a threefold user, children, parents and the dental fraternity. Katherine’s name as Identity had to translate to the demanding clients.
I researched her mentors and contemporaries whilst thinking about her everyday vital communication with children. I created a branded icon that represented her three main clients, babies, toddlers and young boys and girls. The notion was to have a happy, fun, and inviting graphic that would appeal to both markets. By using strong elements like the orange colour, type and pattern we were able to also convey the feeling of a clean, modern and professional brand. The use of language based on conversations with children and adults assisted the identity. The identity has been well received both by clients, dental and hospital colleagues who refer young patients to her. Plans to open additional practices are under way. Elements of the brand Identity, 3 faces, boy, girl and baby were the target audience for this very specialized service. The basic branded identity pack is her professional face to industry and clients.