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    Commercial rebrand of Berwick Smile Dental Care in Northumberland, creating a new identity, rationale and establishing a new art direction.
Redesign of existing Berwick Smile Dental Care identity, a private practice based in Northumberland. 

The swan image was incumbent within the existing logo, as a popular feature of the River Tweed that bisects Berwick. While initially not perhaps the most appropriate image for a Dental Practice, being without teeth, I suggested that the swan was retrospectively rationalised as depicting the transformative nature of the practice's cosmetic dentistry: transforming clients from feeling like the 'ugly duckling'.
The egg shape, chosen as an image of transformation alongside the swan, is used as a freeform shape that can adapt to the environment of the media.