Dentistry.com
Dentistry.com required a full suite of services, including brand guidelines, development of a custom website with an integrated back-end database, as well as the implementation of social and digital advertising. I successfully developed and executed a cohesive brand experience and a robust marketing strategy, effectively enhancing brand visibility and engaging users in meaningful online interactions.
The Brand
The initial phase involved the creation of a comprehensive design framework, encompassing color palette selection, font pairing, and guidelines for usage, along with the curation of relevant imagery. This phase also included the development of both horizontal and vertical logo mock-ups, as well as a set of bespoke iconography. A particular shade of blue/teal was chosen as a homage to the parent company, while also embodying a sense of calmness associated with dentistry. This teal/blue hue served as the foundation for all secondary and tertiary brand colors, which were consistently integrated across various marketing materials.
The Website
In the process of developing a sophisticated web platform, it became crucial to swiftly transition from the design phase to production. This task was particularly challenging as my original plan was to design the front-end using a custom WordPress theme. However, due to an existing, long-term contractual agreement with Crownpeak, it was necessary to modify my approach to comply with their standards. I began by crafting the UI/UX layout utilizing Sketch, followed by initiating the development of content pages within the Crownpeak infrastructure. My primary responsibility entailed the creation of the front-end content pages. In parallel, I engaged in a collaborative effort with three web developers, focusing on the construction and seamless integration of the site’s backend and a custom database.
The Results
The branding, website development and advertising campaign over a 15 month period achieved outstanding growth. We saw a community of over 150 dentists sign up as experts to the forum, we attracted 8,300 subscribers and could see 1,650 unique daily visits to the website.
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Dental Advice Experts
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Website Subscribers
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Unique Daily Visits
