In 2023, the dental clinic «AO GSP No.5» turned to be art agency for rebranding. The update affected the logo, corporate identity and all brand communications from social networks to navigation and websites. Our key task was a harmonious combination of the long history of GSP No. 5 and modern trends.

«AO GSP No.5» is the oldest clinic in Perm, with more than 100 experienced doctors, modern equipment, and its own laboratory, where plaster casts of teeth are created by professional craftsmen. Dentistry in the clinic is literally perceived as an art, because this is a craft brought to its climax. We liked the found connotations, the combination of the meanings of antiquity, the time of dentistry on the market, the old unique building with branded windows, arches, and pilasters inside the interior, the experience of doctors, museums, art, galleries.

Therefore, when creating the design, we were not inspired by other dentistry and teeth in their logos surrounding GSP No. 5, but by the niche of galleries and museums. This is how a unique canvas of corporate design appeared - a trail of a modern museum or gallery, frames, footnotes, explanatory plates, navigation elements, large container cases, icon sets, and, of course, modular grids, where the main place is occupied by content. The design of any gallery or museum works in the same way.

«Five» can turn into a cute mascot for children in the form of a bird (or dragon) that can wink cutely and talk to the guys with the help of bubbles. The facial expressions for the corporate character were worked out for different situations and for the active promotion of the children's department of the clinic. The dot and the wand in the symbol "№" also found their place in the design, they become pointers, help develop the design system by placing accents, become the eye and mouth of the mascot and other design elements: bubbles, pointers, accents.

After redesigning the design system, «AO GSP No.5» put together two new sites for the clinic instead of a lot of brand identity-blurring landing pages. Now the polyclinic has a voluminous and deep website with paid services and a detailed website for OMS dentistry. We developed corporate icons for the websites and carefully worked with the content, drew 3d elements and graphics, and conducted several image shootings.

We still have a lot of work ahead of us to develop the polyclinic's navigation and create a creative key visual concept to promote the clinic in the digital environment and on federal television.

Agency – be art
Project Manager — Danil Sneg
Client side project manager — Alexandra Nagibina

Art director — Danil Sneg
Lead designer — Katya Shpakova

Motion design — Maria Cherkasskaya and Ksenia Larionova
Website development — Maxim Sokolkov
Producer — Yulia Lebedeva
Photographer — Konstantin Kozhevnikov
Stylist — Tanya Ronzina
Retouching — Andrey Smetanin and Ksenia Larionova