This project focused on establishing the visual identity for City Dent, a modern dental practice dedicated to providing a genuinely friendly and approachable client experience.

My design strategy centered on a key element of the logo's mark (the signet): consciously replacing the traditional, often intimidating tooth icon with a more human and positive symbol — the smile.

The final visual identity successfully positions City Dent as a patient-first practice. The branding is modern, friendly, and inherently positive, creating an immediate emotional connection that encourages trust and reflects their commitment to a pleasant, anxiety-free client journey.