Transforming an established Basingstoke dental practice with a completely new brand identity designed to reflect new ownership, support a shift towards private dentistry and create a stronger foundation for long-term growth.
Dental and Healthcare
Brand Guidelines
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Brand Identity
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Content Strategy
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Graphic Design
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Logo Design
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2026
Basingstoke
Claremont Dental Studio partnered with TORVIT following a change of ownership and at an important point in the practice’s development. While the practice already had an established patient base, its existing identity no longer reflected the ambitions of its new owners or the modern, increasingly private-led practice they wanted to build.
With an approximately equal mix of NHS and private dentistry, the challenge was to reposition Claremont without alienating the patients who already knew and trusted the practice. At the same time, the brand needed to appeal to a younger audience and better support the introduction and promotion of services including Invisalign, cosmetic dentistry and private hygiene.
TORVIT began by developing the strategic direction for the brand, defining how Claremont should look, feel and communicate as it entered its next chapter. We then created a completely new logo and visual identity designed around a clean, contemporary and professional aesthetic that communicates the quality of modern dentistry while retaining the reassurance and credibility expected from an established practice.
The identity was developed into a comprehensive brand system covering colour, typography, tone of voice, mission and values, visual principles and practical application. Rather than creating a logo in isolation, the objective was to give Claremont a consistent framework capable of working across everything from digital platforms and social media to signage, stationery, uniforms and the wider practice environment.
