Alice huang dds
Logo | Branding | Illustration
When Dr. Alice Huang acquired her dental practice, she sought to rebrand with a logo that reflected her new ownership while projecting professionalism and approachability. The challenge was to design a logo that would make existing clients feel excited about the changes for an outdated but long-standing, beloved practice that has always been male dentists.
The Approach
I began with an in-depth discovery process, including a design brief and research, followed by presenting a mood board to align on creative direction. Alice expressed she was curious about using her face in the logo, so my first sketches included profile-inspired versions. I also explored wordmark ideas because I felt a wordmark may be a better fit for brand visibility.
We decided a wordmark was the best option. So it was back to sketching a bit more to find a design that balanced clarity with elegance, signaling a fresh. It needed to be easily recognizable as a dentist's office but look unique. So I presented these ideas:
The winning concept was this floss-like design that shapes a sparkling tooth that spells out Alice. Big on flossing, this idea can also be used for other graphic elements down the road and made a fun logo reveal illustration.
When it came time to establish a color palette, a visit to her office helped ground the design in her practice’s existing visual context, inspiring a warm and cohesive color palette derived from the office's interior and exterior.
Impact
The final logo successfully bridged Dr. Huang’s vision for modernity and trustworthiness. Delivered as a comprehensive logo package with color codes and versatile format variations, the branding solution seamlessly integrates across her print and digital collateral. Dr. Huang appreciated the thoughtful approach, commenting that the logo reflected her practice’s personality and aligned effortlessly with the office’s aesthetic, making the transition to new ownership smooth and visually impactful.
Dr. Huang also asked if I could make an illustration for some office swag. I was more than thrilled to bring a "flossing" tooth concept to life.
