Keen sMILES
Keen Smiles is a full-service dental practice built for patients who expect more; more clarity, more care, and more confidence in every visit. With three experienced doctors and a comprehensive range of services under one roof, the practice operates on a simple belief: dentistry should feel personal, unhurried, and transformative. From routine care to complete smile makeovers, Keen Smiles delivers dentistry that is functional, feels good, and looks great.
Project Brief
We partnered with Keen Smiles to unify a multi-doctor practice into a single, cohesive brand identity. With a team of three doctors, a broad service offering, and a rebrand from Wilkinson Dental, the opportunity was clear: build a system that communicates trust, warmth, and clinical excellence without losing the personal touch the practice is known for. From foundational naming and messaging to a refined visual identity and digital experience, Hook built a brand that reflects the care delivered inside the practice, and communicates it with confidence at every touchpoint.
Deep Black
Pantone Black 6 C
#13181B
Keen Blue
Pantone 3025 C
#114A65
Veneer
Pantone 9081 c
#F8F8EE
Keen Orange
Pantone 7579 C
#D1562B
Fresh Blue
Pantone 5517 C
#A3C0BC
Enamel
Pantone Warm Gray 1 C
#E1D9CE
Closing thoughts
Our work with Keen Smiles shaped more than a dental brand, it created a platform for lasting trust and patient confidence.
By aligning identity, messaging, and design around a single, clear promise, we built a system that honors the practice's deep roots while positioning it for long-term growth.
The result is a brand that feels as intentional as the care it represents. Distinctive, warm, and built to endure.
