Marina Smile
For people who keep putting off the dentist: a smile, a cobalt stripe and an offer to talk.
01 Book a visit. Book a visit in solid cobalt at the top right, for visitors who already know they want an appointment.
02 Cobalt full stop. The headline stays near-black except for its final point, which borrows the clinic's blue.
03 Painted stripe. A cobalt line follows the curved reception ceiling, so the brand colour belongs to the room itself.
04 Marina view. Curved glass, towers and yachts put the clinic on the marina without a caption saying so.
05 Softer second step. White on cobalt with a small arrow, it offers a face to meet before any booking.
06 Treatment index. Preventive, Cosmetic, Restorative: three words split by hairline dividers, the quietest type on the page.
- Sector
- Dental clinic
- Year
- 2026
- Work
- Homepage design
- Marina Cobalt#1649D8 · Accent
- Gallery White#F9FAF6 · Background
- Ink Black#141419 · Type
- Plaster Grey#DFDED9 · Surface
- Warm Stone#B7B1B0 · In the photo
About the project
The full write-up, if you want it. About 4 minutes.
01Brief and idea
The problem, and the one idea that answers it.1 min
The brief
Most dental sites promise the same things: modern equipment, gentle hands, a nice view. Patients choose on trust, and many have a question before they book. This page needs to feel calm, show a person instead of an instrument, and let people ask at any hour, even when the front desk is closed.
The idea
The line under the photo does the work: good care starts with a conversation. So the page offers one twice. Meet your dentist opens the team, and a WhatsApp assistant is planned to pick up questions after hours with opening times, treatments and a booking link, then hand anything clinical to a person. The cobalt is one confident stripe painted through the reception and carried into the band, so the brand and the room read as the same place.
02The write-up
The design, decision by decision.5 chapters · 2 min
Who it is for
The visitor this page has in mind is the adult who has not had a check-up in years and feels faintly guilty about it. Chair close-ups, price grids and lists of machines make that person close the tab, so the first screen holds none of them. It shows a woman turning back over her shoulder with a wide, open smile, in a white reception with the marina behind the glass. The headline, A reason to smile., makes a gentle joke the nervous reader will get straight away.
A stripe painted through the room
The brand colour is not a logo tint but a painted line. A cobalt stripe sweeps along the curved ceiling of the reception, passes behind the woman's head and climbs out at the right edge of the photograph. Under the image the same blue turns solid and becomes the band that carries the second message. In the headline it appears exactly once, as the full stop after smile. Used this sparingly, the blue reads as the clinic's own room rather than a theme laid over a picture.
Two ways in, one tone
The two buttons ask for different amounts of commitment. Book a visit sits top right in solid cobalt for the visitor who has already decided. Meet your dentist, white with a small diagonal arrow, waits in the band for the one who wants to see a face first. The navigation is cut down to Care and Our team, so no menu competes with either. Under a thin rule, Preventive, Cosmetic and Restorative divide the treatments into three, separated by hairline strokes.
Lowercase, on purpose
One clean geometric sans does every job. The wordmark is set in lowercase, marina smile, which softens a category that usually reaches for serifs and crests. The headline uses the same family large and tightly spaced, near-black on warm white, across two lines that stop just short of the woman's face. In the band the type turns white and drops a size for Good care starts with a conversation. The treatment index is the smallest text on the page, spread across the full width.
When the front desk is closed
The line in the band is a promise a website can keep quite literally. The plan gives the clinic's WhatsApp an assistant for the questions people send at eleven at night: opening hours, which treatments the clinic offers, how to book. It replies with a booking link and passes anything clinical to a person on the team. Online booking by treatment connects to the clinic's own system, the team and treatment pages are edited in-house, and every page can also be offered in Arabic.
03Type and voice
Type, colour, photography and the lines on the page.3 roles
- Display
- A clean geometric sans set large and tight in near-black, with round open bowls and a cobalt full stop.
- Supporting
- The same family in white on cobalt, a size down, in sentence case across two relaxed lines.
- Labels
- Small, regular weight and generously spaced, white on the band; the wordmark uses the same face in lowercase.
One clean geometric sans throughout: set large and tight for the headline, and at a regular weight for the lowercase wordmark, the nav and the treatment index. Type is near-black on warm white, and cobalt marks the actions: the booking button, the band, the full stop. The photograph is bright and high key: a woman smiling over her shoulder, the curved reception and a marina view behind her, and not one instrument in sight.
A reason to smile.
Good care starts with a conversation.
Meet your dentist
Book a visit
Warm, short and unclinical. Nothing about drills, pain or technology; every line could be said out loud at a reception desk, and the only verbs ask you to meet or book.
04The plan
Grow: up to 6 pages, and what it includes.4 includes
Up to 6 pages, on Grow, AED 4,999 one time. What it includes:
- Online booking by treatment, with the clinic's booking system connected as an extra
- Team and treatment pages the clinic edits itself
- A WhatsApp assistant on the Run plan for after-hours questions and booking links
- An Arabic version of every page, as an extra
A site like this sits on Grow. AED 4,999 one time, with a fixed quote in writing.
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