Background
Metro Vancouver Dental Hygiene is a mobile dental hygiene service that delivers on-site dental hygiene services at patients’ homes. Its goal is to help reduce the anxiety, stress and inconvenience for those who find it challenging to visit the dental office.
MVDH approached us to help them create a brand identity that will attract new clients and raise awareness about the importance of good dental hygiene.
The project scope consists of a logo, business card, invoice and website design.
Client: Metro Vancouver Dental Hygiene
Role: Product designer / Team project
Project scope: Brand identity, website design
Timeline: December 2020 - February 2021
Tools: Adobe CC, Figma, Jamboard, Whimsical
Problem statement
How do we create a brand identity that feels welcoming, reliable and professional?
Assumptions
-
Patients are the main target audience
-
Logo needs to incorporate a representation of a tooth
-
Brand has to feel friendly and caring
-
Colours have to be bright, warm and inviting
Competitive analysis
-
Top competitors use mostly conservative colours: green, blue, black
-
Websites lacked accessible colours, fonts and responsiveness
-
Some companies do not have a website
-
Client felt a logo that included a tooth will be easier to recognizable
Target audience
-
Group Homes / Transitional Housing
-
People living with developmental, mental, and/or physical disability. Average age for this group is 40.
-
-
Long-Term Care Homes
-
Older adults with serious, ongoing health condition or disability.
-
Average age for this group is 80.
-
-
Caregiver / Guardian
User Personas and Empathy maps
User Flow
One of the project goals is to attract new clients, so we designed the flow of the guardian or caregiver going onto the website, learning more about MVDH and its services, and then eventually booking an appointment through the Contact page.
Wireframes
Upon choosing a theme to help us get started on designing the website, we looked at templates relating to the health and medical fields along with major competitors' websites.
MVDH has room to grow to include future features like a blog section and regular training videos, but to keep an MVP mindset we focused on core pages like an about section, FAQs, and general information.
Colour exploration
To differentiate MVDH from competitors' who uses green or blue, we focused on purple because it is synonymous with dental hygiene and has been the official colour of dental professionals since 1897 when lilac was first chosen for the emblem of the National Association of Dental Faculties.
Logo exploration
To go along with its slogan, “bringing dental hygiene to you”, we envisioned the logo to demonstrate the aspect of housing the dental experience.
With that thought, the idea of putting the teeth inside the house was used to help represent the concept of bringing the dental experience to the individual’s environment.
Typography
MVDH's brand values is caring and gentle so we chose two typefaces for its brand that had rounded features to showcase our client's friendly and inviting nature. Our user group is in the older category so we emphasized the need for accessible fonts with a minimum point size of 18px.
UI Elements
.png)
.png)
Key lessons learned
-
Remote work:
-
Have to be organized and have guidelines and processes so everyone stays on track. Finding the right collaboration tools that suits everyone on the team can be hard but we get to discover and play around with new tools and software
-
-
-
Adaptability
-
Clients will change their mind often. There will be times when sticking to the original timeline is not always feasible
-
Finding out if our assumptions at the beginning of the project was right or wrong was always fun and surprising
-
-
-
Testing and QA:
-
We had to compromise aesthetics over functionality for some sections and played around with breakpoints because the desktop version was not mobile responsive
-
Each team member was working on the site using different screen sizes, so we had to make sure everyone was aligned when it came to layout and page structure
-