Rootwell Dental: know the price before the chair.

Family dentistry in Melbourne, priced up front. Around one in six Australians who need a dentist put it off, mostly because of the cost. Rootwell publishes every price up front and offers family plans at a fixed monthly fee, so the bill is never a reason to wait.

Project: Self-initiated
Sector: Dental group
Market: Melbourne, Australia
Brand book: 61 pages

Rootwell Dental is a fictional brand we created to show our complete process. The market research is real; no client, results or testimonials are implied. Scenes like the one above are concept applications of the final logo files, not photographs of real placements.

The brief

Positioning before pixels.

For Melbourne families who avoid the dentist over cost, Rootwell is the dental group that publishes every price up front, because no one should get a surprise bill in the chair.

Tagline: Know the price before the chair.

The idea

An open book: the price tag is the brand. Health from the root starts with knowing what it costs.

Rootwell Dental graphic language page — Graphic language, from the brand book

Creative directions

3 directions, one choice.

After research and strategy, we explored 3 distinct directions as concept boards. The chosen direction was then redrawn by hand as a precise vector system.