A Dentist Logo Design That Turned a Local Practice Into a Standout Legacy Brand
How Hemphill Dental created a brand patients notice, remember, and trust…before they ever step inside.
SNAPSHOT
Client
Hemphill Dental | Fort Wayne, Indiana
Deliverables
Brand Strategy, Logo Suite, Squarespace Website
Brand Vibe
Friendly, Confident, Professional
Key Results
40% of website traffic from branded search
4.89% conversion rate (vs. 2.35% industry average)
Vendor time & cost savings with a cohesive brand guide
On a crisp morning in Fort Wayne, Dr. Claire and Dr. Jason Hemphill walked up to their newly renovated dental practice for the first time. The maroon wallpaper was gone. The front windows gleamed. And above the entrance, their new logo stood proudly… modern, clean, impossible to miss even at 35mph. It wasn’t just signage. It was a statement…This is our next chapter.
The Challenge: Competing in a Saturated Market
Fort Wayne is home to 23 other dental practices within a half-mile radius of Hemphill Dental. As new business owners stepping into an existing location, the Hemphills knew that blending in wasn’t an option. Especially since they wanted to create a reputation as the go-to practice for patients seeking both expertise and a comfortable, personal experience.
The practice they purchased had good bones but was outdated everywhere else…1990s maroon wallpaper, manual file systems, and old-school X-rays. Before they could celebrate this career milestone, they needed a grown-up, professional brand identity that reflected their vision for the future.
“We were hoping that branding would bring our vision from imagination into reality. That our website would be a true reflection of our brand, goals, and personalities. That it would attract and give prospective patients an accurate initial glimpse of our business... Mission accomplished!”
- Dr. Claire and Dr. Jason Hemphill | Founding Dentists of Hemphill Dental
Why They Chose Me Over Larger Agencies
The Hemphills considered several larger marketing firms…but they didn’t just want a vendor or to be passed off to a junior team. They wanted a trusted partner who would personally shape their brand with the same care they put into patient relationships.
A personal referral from Dr. Claire’s cousin, a former colleague who had worked with me directly, became the deciding factor. They knew they’d be working with me one-on-one and that my approach was intentional, not cookie-cutter.
For the Hemphills, it came down to trust, expertise, and a process that would make them proud of the final result.
The Vision: Friendly, Confident, Professional
From our first conversation, one thing was clear: the Hemphills wanted to break away from the cliché “goofy cartoon tooth” that dominates dentist logo design. Their brand needed to communicate both high-level expertise and warmth…aka the kind of environment where patients feel instantly at ease. We defined their brand vibe as:
Friendly…approachable without being casual
Confident…secure in their expertise, no gimmicks needed
Professional…polished, with every detail intentional
Visually, this translated to a clean, minimal, luxurious aesthetic…elevated but never cold. We incorporated subtle textures and balanced proportions, mirroring the precision and artistry of quality dentistry.
Designing the Brand Identity
Brand Strategy
We began with a strategy session to align on positioning, patient experience goals, and market differentiation. Hearing their passion as they describe their brand inspired every design decision moving forward.
Logo Design
The final logo suite was built for flexibility…multiple formats for signage, uniforms, stationery, and digital platforms. Its symmetry conveys stability, while its refined typography and spacing make it instantly legible, even when driving by.
Website
Their Squarespace website was designed to convert quickly:
Easy navigation for all internet skill levels
Plain-language copy to avoid dental jargon
Downloadable patient forms to streamline visits
The Results: From Street Recognition to Higher Conversions
The impact was immediate:
40% of website traffic now comes from branded search terms, with “Hemphill Dental” as the top keyword.
The signage’s visibility from the street drives real-world awareness…patients report Googling them after seeing the logo while driving by.
4.89% conversion rate, outperforming the dental industry’s 2.35% average.
Significant time and cost savings when working with other vendors, thanks to a comprehensive brand guide.
“I wish all of our decisions as new business owners were as seamless and successful as working with Jasmin. We continue to benefit from her hard work as we grow the business using both the acquired products and knowledge. You will not receive a cookie-cutter product, but one that has been created and vetted thoughtfully.”
- Dr. Claire and Dr. Jason Hemphill | Founding Dentists of Hemphill Dental
The Ripple Effect: Cohesion Across Every Touchpoint
The Hemphills’ brand guide became the blueprint for every other vendor:
Their interior designer created a cohesive, welcoming space that matched the brand aesthetic.
Their photographer captured warm, authentic headshots…nothing like the sterile images common in healthcare marketing.
Uniforms, signage, and marketing materials were completed without endless rounds of revisions.
The result? A practice that feels consistent, intentional, and memorable at every touchpoint.
More Than Just Design: A Reputation-Building Asset
For the Hemphills, their new brand isn’t just a logo…it’s a strategic business tool. It communicates their values before a patient ever walks in, sets them apart from local competitors, and supports the legacy they’re building for the next generation.
Branding didn’t just make their practice look better. It made them proud of how they present themselves to the world. This also trickled down to their patients as they proudly walked away with more than a good-looking smile.
Ready for Your Next Chapter?
If you’re ready to create a brand that attracts your dream clients, elevates your reputation, and makes you proud every time you see it, then let’s talk. I take on one new high-level branding client per month, by referral or application only.