Brand building for Employee owned Businesses

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Alington Dental
A sharp new look for a cutting edge dental practice
Alington Dental A sharp new look for a cutting edge dental practice

Alington Dental

At the forefront of their industry and with state-of-the-art technology, Alington Dental were ready for an identity and website to match.

Project scope
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The brief

An established family dentist for over 60 years, Alington Dental offers general dentistry and specialist implants, and is recognised for its pioneering dental treatments.

They needed a brand identity and website that reflected their high standards of dentistry and exceptional patient care. We worked with Clinical Director, Simon Belford, to create the brief to position the business to reflect their services.

The brand identity

The origins of the surgery date back to 1920. The challenge was to develop an identity which reflected cutting edge technology and portrayed a modern, progressive practice whilst also reflecting the significant heritage. The resulting brand has a traditional feel balanced with a fresh colour palette and modern roundel, which is used as a marque of quality.

Alongside the identity, we also developed a tone of voice to define how the brand should sound in written communications, and directed a photoshoot of the team working within the practice. This combination was then rolled out across a suite of printed materials, exhibition graphics and the main application, the website.

Alington Dental

The digital application

The website structure was planned with optimisation in mind, to help SEO and target the most popular Google searches. This was accompanied by a suite of email templates for ongoing email marketing.

The new brand was then launched at an official launch party held at Rick Stein, Sandbanks.

The result

The new Alington Dental brand and website has set new standards within the industry and received exposure within the related press. Now the team that specialises in restoring other people’s confidence also has a look they can be proud of.

The reaction

“We pride ourselves on our friendly team, unrivalled expertise, and investment in the latest technology. Thanks to a brilliant job by Salad, we now possess a new identity and website which reflect these high standards. Within professions such as ours, it is so easy to concentrate on patient service and forget about branding.

The team at Salad not only demonstrated to us the value of a great brand, but also delivered something that stands us head and shoulders above the rest. We are absolutely delighted with the results.”

Simon Belford, Clinical Director (Owner)

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