Identity design, promotional assets | 2025
Southtown Family Dental
"We don't just practice dentistry, we improve the oral health of our community."
Richard’s vision extended beyond traditional dental care, aiming to become a cornerstone of community health by providing compassionate and inclusive services, particularly to Medicaid recipients and underserved groups. We built a unique brand identity inspired by the neighborhood's history and emphasizing his commitment to accessible care.
During our discovery session, Richard talked about the Southtown Kansas City area where he planned to open his practice. He mentioned that the Southtown Council, a non-profit, was established by a dentist and other local business owners to address economic and community problems together.
Design Concept
The design approach for Southtown Family Dental was centered around reviving the classic charm of the original Southtown Theater signage, which immediately establishes a connection to the neighborhood's history and fosters a sense of familiarity and local pride. A custom hand-drawn serif font was created to evoke sophistication and heritage, hinting at tradition and personalized care. The color palette features muted colors of navy, mint, and gold, creating a warm and inviting atmosphere reminiscent of a vintage parlor, suggesting comfort and a welcoming experience. This palette purposefully avoids the often sterile feel associated with traditional dental practices.
Brand Collateral
In addition to the logo and color scheme, I created business cards designed to reflect the sophistication of the logo and color palette, appointment cards consistent with the overall brand aesthetic, and eye-catching promotional materials to mark the opening of the practice and highlight its commitment to Medicaid acceptance and inclusive care. I also shot interior and exterior photography, capturing the practice's atmosphere and design to showcase the welcoming environment of the new building.
To effectively promote Southtown Family Dental’s unique position as a Medicaid-accepting practice, a series of targeted marketing materials were created, including engaging social media posts crafted to draw attention to the practice’s services and community initiatives, as well as informative flyers designed to communicate the importance of oral health and the accessibility of a wide range of services.
Results
The brand identity developed for Southtown Family Dental not only reflects its commitment to improving oral health in the community but also establishes a strong visual presence rooted in the local heritage. This thoughtful design strategy fosters a sense of belonging and trust, positioning Southtown Family Dental as a vital resource in Kansas City’s healthcare landscape. By bridging history with modernity, the practice is set to inspire others in the pursuit of equitable healthcare solutions.
