Glimmering Grins Process – rodney.jacolo

UX DESIGN | PRINT PUBLISHING | BRANDING | CONTENT CREATION

Glimmering Grins

BRANDING PROCESS

RESEARCH

Project Overview

Glimmering Grins was a new brand name for an acquired dental practice in the heart of Quezon City, Philippines.

This project focuses on branding and design. The target audience is primarily children and families, with the mission of creating a warm, welcoming, and enjoyable environment for children’s dental care. The goal is to ensure that every child leaves the center with a bright, glimmering smile, fostering a positive dental experience for young patients and their families.

Through strategic marketing initiatives, consistent messaging, and engaging customer experiences, the aim was to further solidify the practice’s reputation, attract new patients, and foster long-term relationships within the community.

Problem

Glimmering Grins is a newly acquired dental practice that needs to promote a kid-friendly image because they aim to motivate parents to have their kids receive care from the center.

Goals and Objectives

Our logo design aims to make both parents and children feel comfortable going inside the dental center. This will help keep their patronage by giving them a view that the center provides the best dental care not only for their children but also for adults like them.

Quezon City Highlights

Quezon City, also known as Q.C. (read and pronounced in Filipino as Kyusi), is the most populous city in the Philippines. The city pulsates with cultural vibrancy, a “City of Stars” renowned for its media and entertainment industries. Economically, it stands as the Philippines’ wealthiest city, a bustling center for commerce and business.Its healthcare infrastructure is robust, housing numerous government and private hospitals, including specialized medical centers. Transportation, though primarily land-based and dominated by private vehicles, is evolving, with city-operated bus services and ongoing expressway developments aiming to improve connectivity. This blend of cultural richness, economic strength, advanced healthcare, and expanding transportation infrastructure defines Quezon City’s dynamic landscape.

• SM City, Trinoma
• Population 3M+, the biggest in the country
• Seat of the Philippine government, Batasang Pambansa Complex
• LRT, MRT, Manila subway projects
• Ang walang kamatayang dyip!
• University of the Philippines, Ateneo de Manila
• City of the stars, – ABS-CBN, GMA networks
• Kare-kare, sisig, halo-halo

Mood Board

Market Study

1. Demographics

Large and Young Population:

- Quezon City is the most populous city in the Philippines, with over 3 million residents. This signifies a large potential customer base.
- A significant portion (58.78%) of the population is aged 0-30 years, indicating a substantial market for pediatric and young adult dental care.
- The average household size is 4.3 members, suggesting that family-oriented services will be well-received.

Working Professionals and Families:

- - The city’s economic dynamism and status as a business and commerce hub point to a high concentration of working professionals.
  - The large number of households with children supports the focus on family dental care.

Language Diversity:

- - While Tagalog is dominant, the presence of other languages like Bisaya, Bikol, and Ilocano suggests the need for culturally sensitive communication and potentially multilingual services.

2. Income Brackets and Paying Capacity

Economic Prosperity:

- - Quezon City is the richest city in the Philippines, with a substantial GDP. This indicates a strong paying capacity among its residents.
  - The city’s competitiveness and numerous registered businesses further support this finding.
  - The cities total assets amounted to ₱448.51 billion by the end of 2023. This shows a large amount of wealth within the city.

Healthcare Spending:

- - Numerous private hospitals, including high-end facilities like St. Luke’s Medical Center, suggest a willingness to invest in quality healthcare.
  - This shows that a high-paying, high-quality service would be viable in this area.

3. Family Values

Household Structure:

- - The average household size of 4.3 members emphasizes the importance of family.
  - This suggests that services catering to the entire family, including children, will be highly valued.

Children’s Well-being:

- - The existence of dedicated children’s hospitals (Philippine Children’s Medical Center, National Children’s Hospital) reflects a societal focus on children’s health.
  - This shows that parents in this area are willing to seek out specialized healthcare for their children.

4. Brand Loyalty

Quality Healthcare Demand:

- - The preference for established private hospitals like St. Luke’s indicates a potential for building brand loyalty through high-quality service and a positive patient experience.

Convenience and Accessibility:

- - Given the city’s traffic challenges and reliance on private transportation, a dental center with convenient locations and accessible transportation options will be favored.
  - The city bus service that the city provides shows that the city is working to improve transportation, and therefore improved ease of access to the dental center.

Modern and Efficient Services:

- - Given the high use of private transportation, and the cities push for energy efficient vehicles, it is safe to say that the target demographic would be receptive to a modern, and efficient service.

Direct Competitors

Pacific Dental – Dentist Alabang
Gerochi Dental & Implant Center
Doctors Ocariza Dental Clinic
Novodental
GAOC The Residences at Greenbelt
Urban Smiles Dental Clinic
Winning Smile Dental Clinic
Primea Dental

Target Market

Middle-income working professionals
School-age children
Expats
Dental tourists
Seniors and retirees

COMMUNICATION STRATEGY

Mission Statement

To bring out that perfect smile in every child’s face.

Vision Statement

To be the most sought-after dental care provider known for top quality patient care and excellent customer service.

Brand Differentiation

KIDS COME FIRST!

The gift of a perfect smile!

TOOTHBRUSH KITS

given to patients on every visit.
kids get a schoolbag pin.

DIGITAL DENTAL CARE BOOKLET

for practicing good dental care habits at home.
free download to phone or computerfrom the Glimmering Grins website.

LOYALTY REWARDS

perks for repeat patrons and referrals.

ONLINE/ MOBILE APPOINTMENT

with an option for mobile check-in.

BRIGHT INTERIOR COLORS

for a child-friendly atmosphere.

HDTV SCREENS

available to patients while waiting.

Marketing

PRODUCT

Services: Prophylaxis, tooth filling, extraction, RCT, veneers, implants.

Extras: Toothbrush kits, digital dental care booklet.

Rewards: Referral program, frequent visitors’ club.

LOCATION

Located in Quezon City: Easy-to-find location along the primary community road behind SM City North EDSA.

PRICING

Mid Pricing: Targeted at working families with school children, young professionals, dental tourists.

Payment options: Flexible payment plans available

PROMOS

Environmental ads: Billboards, posters, flyers.

Online: Website, app.

Merchandising: Swags

Paid advertisements: Facebook ads, Instagram marketing.

Deliverables

ENVIRONMENTAL:

Signages
Flyers
Brochure

PACKAGING:

Uniform*
Loyalty card
Toothbrush kit box
Water*
Schoolbag pin*
Business card*

DIGITAL:

Sales/ booking app*
Website*
Dental Care Booklet

* Deliverables done in this study.

DESIGN PROCESS

Wireframes

Glimmering Grins aims to make parents feel comfortable bringing their children to the dental center. With this in mind, I started sketching a logo depicting a tooth. I wanted a cartoon-inspired smiling tooth with a happy facial expression to easily connect with children.

The first sketches stemmed from the idea of a grinning tooth which was liked by the client. However, the idea of a screw, suggesting tooth implants, as the tooth’s back root was rejected. We reverted to the natural root.

ITERATION 1:
With the screw back root was eliminated, I wanted to complete the tooth’s smile, so, a set of front teeth were added. I developed different front teeth pairings. The client liked the idea. A particular front teeth pairing was selected with some revisions.

A decision was reached to keep only the upper front teeth.

Digital Wireframes

ITERATION 2:
After the review of the sketches, I started the digital wireframes, brand name, and tagline designs.

FONT:
Brand name: Showcard Gothic
Tagline: Arial MT Rounded
The heavy, cartoony Showcard Gothic/ Arial MT Rounded font pairing give off that unmistakable toddler feel, the age to start taking good care of the child’s teeth.

FONT:
Brand name: Ravie
Tagline: Berlin Sans FB Regular
The massively curvy Ravie font was used for the brand to amplify the tooth’s grin. To contrast the bends and bulges of the brand name, the slim and sharp-cornered Berlin FB San font was selected for the tag line.

FONT:
Brand name: Really Better
Tagline: Lato Bold Italics
I presented the Glimmering Grins brand name in Really Better font to complete that happy-go-lucky, kid-inspired look and feel together with caricature logo. Lato Bold Italics was proposed for the tagline for its easy readability.

High Fidelity Designs

ITERATION 3:
This particular layout held some promise. I presented the logo in three different color palettes, each with a rationale to resonate with the target market in its respective way.

Hi-Fi 2 Colors:
Purple and Baby Blue

The smiling tooth in pale cyan was nestled against a purple field; this sweet color combination exudes sophistication, and it was designed to please adult patients and parents who can decide to bring their children to the center for their dental care.

Hi-Fi 1 Colors:
Bluegreen, Crimson Red, and Gold

The strong, dark hues were intended to suggest power and formality. When accented with Gold, representing success, the color scheme gives the center a potently attractive character, assuring patients of the organization’s trustworthiness and an unwavering resolve to prioritize total dental care above all else.

Hi-Fi 3 Colors:
Teal, Pearl White, and Golden Yellow

This light, autumn-inspired three-color palette suggests a light and beaming feeling that can only be seen in kids! The golden yellow color felt bright and hyperactive, as every kid should be! I balanced the explosive sunshine effect with a sobering teal hue while maintaining the vibrant appeal when combined with the tooth’s smile.