Introduction:
Deacon Dental, located in Widnes, Merseyside, is proudly led by Owner and Principal Dentist, Dr Lynsey Holland. The practice is deeply committed to making a positive impact within the local community, with a strong belief that dental health is fundamental to overall wellbeing. At Deacon Dental, the team fosters a supportive and welcoming environment where patients receive compassionate, expert care. Their patient-first approach ensures that every individual who walks through their doors feels valued, comfortable, and leaves with a reason to smile.
The Goal:
Deacon Dental, formerly an NHS dental practice, recently introduced a new Membership option for their patients as part of their transition to offering private dental care. Practice Manager Lynsey Holland sought to refresh the practice’s branding, website, and marketing materials to clearly communicate this new direction and emphasise the value of the available plans. It was essential that the updated messaging reflect Deacon Dental’s evolving vision and resonate with their patient base as they shifted from NHS to private care.
To bring this vision to life, MoxieWorks was entrusted with designing and developing a comprehensive brand overhaul. This included creating a new logo, a cohesive brand identity, and detailed brand guidelines to ensure consistency across all communications. We also provided photography and developed a new website, seamlessly incorporating the updated branding through imagery, copywriting, and user-friendly design. The result was a refreshed, modernised look for Deacon Dental that effectively communicated their new direction and strengthened their presence in the market.
Logo Design & Branding
The logo design process for Deacon Dental began with a dedicated Branding Workshop, held offsite at a hotel in Chester. This workshop was attended by the Principal Dentist, Lynsey, and Practice Manager, Lou.
The Branding Workshop is designed to help us gain deep insights into their practice. Through a series of tailored exercises, we explored key aspects of their identity, including what motivates them, how they want to be perceived, and what they aspire to be remembered for. This collaborative session enabled us to define and develop Deacon Dental’s mission, vision, purpose, unique selling proposition (USP), and core values.
Following the workshop, we used the insights gathered to craft a Branding Principles presentation and begin the logo conceptualisation process. We presented 12 logo concepts to the team for consideration, each one designed to reflect the new direction and identity of Deacon Dental. Once the final logo was selected, we moved forward with the creation of comprehensive Brand Guidelines.
These Brand Guidelines serve as a set of rules and standards that define how Deacon Dental presents itself to its patients. They include specifications for the visual identity—logo usage, colours, fonts, and tone of voice—as well as practical applications like signage, uniforms, waiting area visuals, and website design. The guidelines ensure that all communications—whether digital, print, or in-person—are consistent, cohesive, and aligned with the practice’s core values and goals, reinforcing the new direction of Deacon Dental.
Original logo
New logo
Website Design and Copywriting
Once the new branding was signed off, the next stage is website design.
Designing the website involved collaborative meetings with Lynsey and the team. Initial meetings involved understanding how the practice envisioned their new branding and resonating with the patient profile. We discussed and took inspiration from both dental and non-dental websites, which allowed us to understand the elements they liked and others that they would want to avoid when bringing their concepts to life.
Website planning began with the sitemap and defining functionalities. The sitemap is crucial as it defines the page layout and site structure, playing a key role in the overall design and functionality of the site.
We then created design concepts for key pages, seamlessly incorporating Deacon Dental’s new branding. During subsequent sessions, we presented these designs, allowing Lynsey and team to provide feedback and suggest changes.
Development took place in WordPress, bringing the designs to life while integrating content features and search engine optimisation (SEO). Rigorous testing ensured functionality and responsiveness across desktop, laptop, and mobile devices. Before the site went live, we incorporated client feedback. Ongoing maintenance and updates post-launch are essential for optimal performance and user experience.
Visit the site: https://deacondental.co.uk/
Photography
With Deacon Dental’s new branding complete and the website underway, our next focus was on practice photography. At MoxieWorks, we always recommend clients invest in creating their own library of authentic images, as this has a much greater impact than using stock photography. Real photographs of your practice, team, and patients communicate the true personality of your business.
To ensure a well-organised shoot, we developed a detailed shot list that captured Deacon Dental’s professional yet personal approach to patient care. Our goal was to showcase genuine, friendly moments between staff and patients, reflecting the clinic’s commitment to a patient-centred, comfortable environment. These images emphasise not only the high standard of dental care but also the relaxed, supportive atmosphere that Deacon Dental is known for.
The photography will be featured prominently across Deacon Dental’s website and marketing materials, strengthening their brand identity and enhancing their online presence. By highlighting a professional yet personable environment, these visuals will help build patient trust and demonstrate the clinic’s dedication to providing exceptional, personalised care.
