x Paeßens

Branding and Website

Brand relaunch, spatial design and website for a group of family-run dental practices

Project description

Paeßens Family Dentistry
Branding, Spatial Design, Digital

Services:
Communication strategy
Corporate design
Icon set
Orientation system
Brand in space
Web design
Frontend programming
Backend programming

In collaboration with Anna Fitzon, Marie Volmar, Annika Kiefer, Thanh-Thao TranGabriel Richter, Regina Pichler, awwwesome and Axel Mohr 

paessens_visitenkarten_2

A fresh brand relaunch for a new generation

For over 25 years, Paeßens family dentistry has been a local institution, offering high-quality dentistry across the German Lower Rhine region. In early 2020, the Paeßens family opened a third location – ushering a new era of family dentistry. This exciting new growth was also the perfect opportunity to relaunch a trusted and familiar brand – especially as the second Paeßens generation begin to take the reins.

Together, we introduced a simplified brand architecture that helps to provide clarity, consistency and orientation - both internally and externally. The design system helps to hone the practice’s profile, making it more tangible via various touchpoints – such as the new website or the spatial design at the new location.

paessens_designsystem

Meeting the patient with a smile in the logo

The new word mark is at the centre of the brand presence and sets their surname in a typographic smile. After serving the community for more than 25 years, the name »Paeßens« is synonymous with dentistry across the region. Therefore, the logo focuses on the essence of the brand: a family practice where family togetherness goes beyond a shared surname.

paessens_logo+smile
paessens_ballons
paessens_buttons_2
paessens_billboard_3
paessens_kaugummis
paessens_visitenkarten_3
paessens_pins
paessens_jutebeutel

Graphic concept: a tooth rarely comes alone

We digitally traced abstracted shapes based on impressions made from real teeth to create a catalogue of shapes that helped form a graphic construction kit. These were then seamlessly integrated across the entire rebranding, leaving no doubt about what Paeßens’ Family Dentistry’s main focus is: beautiful and healthy teeth that last a lifetime. 

paessens_signaletik_04
paessens_gutscheine
paessens_leistungsflyer_1
paessens_aerzteflyer_3
paessens_billboard_4
paessens_leistungen

Colour coding and icons: a colourful family affair

In order to provide clarity and consistency within the complex spectrum of services the practice provides, we introduced a functional colour coding system using a colour palate that radiates positive energy and diversity. Each service is represented by its own icon, simply and charmingly visualizing the different types of dental treatment in an easy to understand and intuitive way.

paessens_icons_uebersicht_1
paessens_website_6
paessens_website_7
paessens_signaletik_16
paessens_website_4
paessens_stickertape
paessens_headlinie_3

A new typeface with polished corners and edges 

Introducing a corporate typeface that projects strong character traits sharpens the typographic profile of the brand.  On second thought, sharpening is probably the wrong word – the subtly rounded corners and edges of the individual letters across the typeface subtly allude to the pleasant feeling of freshly polished teeth after a successful visit to the dentist. In order to do the Paeßens family name justice typographically, the GrilliType typefoundry custom designed an uppercase „ß“  and integrated it into the corporate typeface.

paessens_brand_book_3
paessens_billboard_5
paessens_aerzteflyer_2
paeßens_social_media_5
paessens_headlinie_5
paessens_leistungsflyer_3

Spatial design at the new Kevelaer location 

We conceived and designed the entire interior and exterior spatial design system for the new dentist office in Kevelaer. In addition to a comprehensive orientation system based on the colour coding and icon language of the corporate design, generous wall graphics help to activate a brand relevant sense of space. The spatial staging of the brand presence interacts with the interior design to create an all-encompassing vision of the Paeßens family practice: to transform what is generally considered an unpleasant visit to the dentist, into a holistic wellness experience for your teeth.

paessens_signaletik_18
paessens_signaletik_10
paessens_signaletik_12
paessens_signaletik_07
paessens_signaletik_02
200629_paessens_524
paessens_signaletik_13
paessens_signaletik_15
paessens_signaletik_14
paessens_signaletik_09
paessens_signaletik_05
paessens_signaletik_11
paessens_signaletik_08
paessens_signaletik_06

Multifunctional practice website

Simple, clear and inviting: the new website caters to the needs of different users – from a quick overview of the 3 locations, or a detailed career page for potential new employees, to an authentic deep-dive into the philosophy of the Paeßens family practice. With its independent graphic appearance, the website goes far beyond industry standards, serving as a unique digital business card as well as a functional information portal for new or current patients.

paessens_website_3
paessens_website_2
paessens_website_8
paessens_website_5

The patient in focus 

There is no better way to show the success of a dental practice than to see the radiant smiles of their patients. That’s why it made sense to use the largest stage possible to showcase the new brand identity, symbolizing what Paeßens strives for across all 3 of their locations: a satisfied, healthy smile after every visit.

paeßens_social_media_3
paeßens_social_media_2
paessens@work_5
paeßens_social_media_1

Next project:

Development of an agile brand design system for a market leader in German internet telecommunications

sipgate

Branding, Illustrations

View project