Health / Brand Identity / Nightshift

Nightshift

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 by developing a flexible set of core templates that could be applied consistently across the catalogue. Existing brand elements were integrated and refined, with updated layout styles to bring clarity and structure to a large volume of content.

Key elements of the approach included:

  • Designing a new cover concept

  • Updating layout systems and page templates

  • Redesigning the icon set and icon key

  • Introducing a refreshed colour palette that worked within brand guidelines

  • Refining the contents page and visual hierarchy

Concepts were presented to the client in a design presentation, using real content to demonstrate how the layouts, cover options, and icon system would work across varying page types.

Once the direction was agreed, I set up structured page templates, text styles, and colour styles in InDesign. The catalogue was then built out using supplied content, including bespoke page layouts and detailed product tables. Following internal checks and client feedback, the final files were prepared and packaged for both print and digital distribution.

The Outcome

The result was a clean, clear, and informative catalogue that supported Macmillan Education’s international marketing efforts. The updated design provided a distinct visual identity within the catalogue range while maintaining brand consistency, giving the client a flexible and effective sales tool for a global audience.