Brand Identity + Website Wireframes

WestSide Dental Studio

Bringing a Contemporary Modern Farmhouse Vibe to a Midtown Reno Practice

Tools Used:

Illustrator, Photoshop, XD

I was asked to create a brand identity and website design for a new dental practice that will be opening in Reno's MidTown District. With a stunning modern farmhouse-inspired aesthetic planned for the office build, I set out to create a brand identity that would bring a piece of the cozy patient experience to potential patients' screens before they even set foot in the office. Designed on behalf of Wonderist Agency.


This client came to our branding discovery meeting with dreams of an elegant logo that would allow the modern farmhouse-meets-soft-industrial aesthetic of the office to shine. With the office being built in a quaint bungalow in Reno's hip MidTown District, I wanted to fuse a heritage feel with a cozy contemporary aesthetic for the brand's overall look.

Style Elements

The client tended to gravitate towards monochromatic color palettes, industrial textures, and elegant typography.

For type, we moved forward with the soft geometric Brandon Grotesque font family paired with the modern, boutique-like serif style of the Operetta 18 family.

For color palettes, we stayed with soft blacks and off-whites and balanced them with a Payne's Grey and gold tones as accents.

salt and light color palettesalt and light color palette

The Icon

For the icon, the client initially wanted a monogram with the initials "WS" (for "WestSide") inside a circle; however, after bouncing around the idea of featuring a house shape to pay homage to her practice's unique environment, we decided to lean into that concept.

The final Logo

After creating iterations with calligraphic initials, color-blocking, and concentric outlines, the client decided on a minimalist version of a line-based shape of a tooth inside a house with a golden gradient.

I also created an emblem-style variation with the practice & doctor names encircling the icon. This would provide flexibility with producing swag, such as signage, stickers, and branded touches on the website.

salt and light icon description

The Website

The look & feel of the website was largely determined by elements we gathered in the branding process: a monochromatic color palette, metallic accents, lots of black and white, and usage of clean lines. I was responsible for:

  • Creating a website style guide that defines typographical hierarchy and style elements based on the branding
  • Curating stock imagery to support the overall look and services offered at the practice while waiting for client photography to be ready
  • Wireframing the layout of the website
  • Designing service page section components to account for all content types

Check out The Live Site Here:

WestSide Dental Studio

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