Rethinking the neighbourhood dentist in the heart of Dublin. The practice got a swanky new fit-out, courtesy of long time friends and collaborators A→B Projects. Chris, the principal dentist, wanted a sleek, easy to use design system to compliment his new digs.

Located in the heart of Stoneybatter – Dublin's vibrant, well-to-do neighbourhood. Chris wanted a visual language that spoke to the changing demographic in the area as well as the long time residents and customers that have been using the practice for 20+ years.

We aimed for a friendly, welcoming identity with photography at its core. From our first conversations with Chris, it was clear he wanted to avoid the usual dental clichés—no overly white teeth, generic smiles, or sterile dentist chairs. The goal was simple: destigmatize the dentist.