Health / Brand Identity / Graffiti Dental
Graffiti Dental Brand Identity
The Challenge
Graffiti Dental, specialists in dental products, education, and product usage, required a new brand identity that felt creative, energetic, and distinctive. The aim was to move away from the traditional visual language of the dental industry and establish a bold, unconventional presence inspired by synthwave and electro aesthetics.
The identity needed to stand out while remaining practical and accessible across both digital and print applications.
My Role
Brand identity development from concept to delivery — including logo design, visual system, and brand guidelines.
The Approach
I began with research into synthwave and electro visual styles, exploring how these influences could be translated into a contemporary, functional brand system. Early concepts focused on typography, colour, and accessibility across platforms, ensuring the identity would work consistently in both digital and print environments.
Multiple identity concepts were developed and presented, each with its own visual direction and tone. Once a direction was selected, I refined the chosen concept into a complete brand system, defining:
Logo usage
Colour palette
Typography
Visual devices
Tone of voice and mission statement
These elements were brought together into a clear, user-friendly set of brand guidelines. To demonstrate the flexibility of the identity, example applications were developed across digital and print formats, using key messaging to reinforce the brand’s personality and positioning.
The Outcome
The final identity successfully captured Graffiti Dental’s bold and unconventional approach, clearly differentiating them within the industry. The client was extremely happy with the result, and the branding was later extended across additional marketing collateral and packaging designs.
