Willow Lane Dental

Dental practiceGuildford, United Kingdom

A family dental practice in Guildford for people who would normally rather not go to the dentist.

Willow Lane Dental: reception sign
01

Brand identity

A family dental practice in Guildford for people who would normally rather not go to the dentist.

Personality

GentleReassuringFresh

Audience

Families and nervous adults in Guildford, plus adults considering clear aligners.

Direction

Calm green and soft peach, rounded friendly type, lots of light. Clinical cleanliness without the cold.

Logo system

Willow LaneDENTAL
Primary logo
Willow LaneDENTAL
Secondary logo
Icon
Willow LaneDENTAL
Reversed
Willow LaneDENTAL
On accent

Colour palette

Tap a colour to copy its HEX code.

Typography

Aa
NunitoHeadings · weight 700

ABCDEFGHIJKLM
abcdefghijklm 0123456789

Aa
Nunito SansBody · weight 400

Clear aligners are nearly invisible and you can take them out to eat. Come in for a free chat, we'll scan your teeth and show you what's possible.

  1. Straighter teeth, without the metal.
  2. Free clear aligner consultations in Guildford.
  3. Willow Lane Dental · Guildford

Visual identity

Soft leaf shapes, rounded rectangles, generous padding. No tooth icons.

Photography

Willow Lane Dental photography direction

Real people relaxed in the chair, natural light, plants, eye contact. No close-ups of instruments.

Tone of voice

Kind and plain. Explains what will happen and how long it takes.

  • Straighter teeth, without the metal.
  • Nervous? Tell us. We will go at your pace.

Usage

Willow LaneDENTALxx

Leaf mark never rotated. Minimum height 20px. Use Deep teal text on Mist or white, white text on Willow only at large sizes.

Social rules. Photo in a rounded frame, message below on Mist, peach used only for the booking prompt.

02

Social media

Willow Lane Dental Instagram post: Straighter teeth, without the metal.
Service promotion · Instagram feed post

Clear aligners are nearly invisible and you can take them out to eat. Come in for a free chat, we'll scan your teeth and show you what's possible.

Photo in a rounded frame, message below on Mist, peach used only for the booking prompt.

03

The conversation

WhatsApp conversation between Dr Priya Shah of Willow Lane Dental and Muskan at Asteroid

What working together sounds like from the owner's side: Dr Priya Shah, principal dentist at Willow Lane Dental, messaging Muskan on the Asteroid team.

04

Project overview

The challenge
A caring practice with a clinical, generic image that did nothing for nervous patients.
Brand direction
Garden calm. A willow leaf, soft greens and peach, rounded type.
Creative approach
A leaf mark shaped like a gentle smile, a friendly wordmark, and imagery of relaxed patients rather than equipment.
Design decisions
No teeth in the logo. The brand should lower the heart rate.
Services shown
  • Brand identity
  • Signage
  • Social media design
  • Booking page design