Dental Arts
Year:
2021
Project Scope:
Rebrand, Website, Illustrations
Client:
Dental Arts of Hackensack
Client Overview
​Dental Arts of Hackensack is a premier dental practice located in Hackensack, New Jersey. Known for its high-quality dental care, compassionate staff, and modern techniques, the clinic serves a diverse patient base seeking both general and cosmetic dentistry services.
Project Goals
- Rebrand the clinic to better reflect its modern, patient-focused values.
- Redesign the website for an improved user experience, especially on mobile.
- Boost online visibility and patient conversion through SEO and clear calls-to-action.
- Streamline appointment scheduling and patient communication.
Discovery & Research
Brand Audit
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The existing brand identity was outdated and inconsistent across platforms. The website was not mobile-friendly, had limited SEO optimization, and lacked emotional appeal or differentiation in a competitive market.
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Competitive Analysis
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Reviewed nearby dental practices in Bergen County and surrounding areas. Many used templated sites with little personality. We saw an opportunity to elevate Dental Arts of Hackensack with a cleaner and more professional brand.
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before
after
New Brand Identity
Logo
A new minimalist "D, A tooth" logo was created with a subtle wave motif. The color palette featured calming soft blues and turquoise, to evoke trust, cleanliness, and calmness.​
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Typography
A Modern sans-serif fonts to improved readability and created a clean, professional clinical feel.
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Social Media Components
Website Redesign
In WordPress
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Key Features
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- Mobile-Responsive Design: Optimized for phones and tablets.
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- Online Appointment Booking.
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- SEO-Optimized Content: Each service page was rewritten with keyword-rich headers and localized SEO strategies.
- Patient Testimonials: Highlighting positive experiences to build credibility.
- Custom Illustrations to stand out from
other practices.
Streamlined Appointment Scheduling: A Key Driver of Growth
One of the most impactful changes in the website redesign was the simplification of the appointment booking process. Previously, patients were required to call during office hours or fill out a generic contact form, which often led to delays or missed connections.
With the redesign, we implemented a real-time online booking system, allowing patients to:
- Schedule appointments 24/7 without needing to call the office.
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- Choose their preferred service, provider, and time slot directly from the website.
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- Receive automated confirmations and reminders, reducing no-shows.
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We also strategically placed “Book Appointment” buttons throughout the site—including the homepage, service pages, and navigation bar—to make scheduling intuitive and frictionless from any page.
Wrap-Up
Consistent Branding Across Web and Social Media
A key priority during the rebranding process was ensuring a cohesive visual identity across all digital platforms, including the website and social media channels.
Consistency builds trust and enhances recognition, it helps reinforce the clinic’s professionalism in every patient interaction—online or offline.
Key Tactics Used:
- Unified Color Palette & Typography:
The soft blue and turquoise color scheme, along with the modern sans-serif fonts used on the brand, were applied to all social media graphics and website, ensuring a recognizable and calming aesthetic across platforms.
-Custom Illustrations & Iconography:
Dental-themed illustrations created for the website and social media. Giving the brand a distinct and personable visual style.
-Branded Templates for Social Media Posts:
Reusable templates were designed for educational posts, appointment reminders, and patient testimonials. These featured the same visual elements used on the website, including the logo and accent graphics, providing visual continuity.
Maintaining this consistent branding strategy helped strengthen Dental Arts of Hackensack’s digital presence. Patients recognized the practice across platforms and trusted its cohesive, high-quality image—ultimately increasing engagement, appointment bookings, and patient loyalty.