CASE STUDY

Knights Dental Group

A brand system designed to grow

THE CLIENT

Knights Dental is an independently owned and expanding group of dental practices in Wales. When the owner approached us at the beginning of 2024, the group comprised six practices, with further acquisitions already planned. Each practice had its own name and locally recognised identity, while Knights Dental provided the overarching group brand. The challenge was not simply to redesign a logo, but to establish a coherent relationship between the group and its growing family of practices.

The shared tooth-shaped frame: the structural device holding the whole family together.

THE CHALLENGE

The original request was for a set of mini brand guidelines. Our initial review revealed that we needed to resolve the underlying identity first. The six practice logos had developed independently, with inconsistencies in their construction, typography, proportions and colour. Fonts and visual styles also varied across patient communications, social media and marketing. At the same time, the group needed a stronger identity and a system that could accommodate new practices without repeatedly reinventing the brand. The solution needed to create consistency across the group while preserving the individual practices’ established names, local recognition and connection with their communities.

Before and after: six independently developed practice logos, unified into one family.

OUR THINKING

Rather than imposing a single corporate identity on every practice, we developed a flexible family structure: recognisably part of Knights Dental, but sufficiently adaptable to give each location its own character. We explored different relationships between the group identity and the individual practices before establishing the principles that would hold the family together. Shared framing, typography, colour and construction would provide consistency; locally relevant symbols would preserve distinction. This transformed the project from a collection of unrelated logos into an expandable identity system.

The system applied across practice signage and vehicle livery.

THE RESPONSE

We refined the Knights Dental identity and created a unified suite of practice logos. Each practice identity uses the same tooth-shaped frame, derived from the group logo, containing an individual symbol connected to its location or community. We established consistent logo construction, spacing, typography and colour, supported by a comprehensive style guide covering stationery, digital communications, social media and outdoor advertising. The identity has subsequently been applied and developed across the group’s communications and physical environments, including patient materials, promotional campaigns, recruitment, posters, signage, vehicle livery and the interiors of new practices. We continue to provide creative direction, design management and practical support as the group and its communications evolve.

Selected patient-facing campaign material.

THE RESULT

What began as six inconsistent practice identities has become a coherent and recognisable brand family encompassing ten practices, with further practice identities currently being developed. The system gives Knights Dental the consistency and professionalism of a group brand without discarding the local equity of its individual practices. More importantly, it provides a practical framework that can continue to expand alongside the business. Our relationship with Knights Dental has developed into an ongoing creative partnership: maintaining the brand, solving new communication problems and extending the system as the organisation grows.