Woodland Dental
Woodland Dental, a dental practice in Grafton, Wisconsin, underwent a full brand identity refresh inspired by the wooded landscape surrounding its new location and the client’s outdoor-oriented lifestyle. The design direction focused on creating a calming, nature-inspired aesthetic while maintaining a clean and professional feel. The updated identity was applied across the logo, stationery, digital materials, and elements within the physical office space to create a cohesive brand experience.
Deliverables:
Logo with variations, Letterheads, Envelopes, Business and Appointment cards, Furnishings and Decor, and a 3-wall mural.
Timeline:
July 2024 - March 2026
Moodboard
I researched visual references and compiled mood boards to explore different aesthetic directions and guide the client toward a cohesive brand identity.
The chosen aesthetic draws heavily from organic materials, natural landscapes, and native wildlife.
Logo Sketches
I began the logo design process with quick thumbnail sketches and iterated through several rounds of concepts, meeting with the client and mentor graphic designer Erin Wilke at Dynamic Dental Advisors for feedback between revisions.
Sketch Set 1
Sketch Set 2
Sketch Set 3
Finalized Logo
The Woodland Dental logo was designed to visually merge the practice’s focus on dentistry with its connection to the surrounding natural landscape. The primary form uses the recognizable silhouette of a tooth, while the interior negative space reveals a pine tree, creating a dual reading within a single, simplified mark. This use of negative space allows the logo to communicate two ideas at once while maintaining visual clarity and memorability.
Woodland Dental Facebook Page
Logo Applications
Cookies by Stephanie Kostuch
Check in Area
Relocation Information Board
Stationery
New Office
In addition to developing the logo and brand identity, I contributed to shaping the visual experience of the practice’s new physical space. I sourced furniture, indoor plants, and artwork to create a cohesive, welcoming environment aligned with the overall brand aesthetic. I also collaborated with local artists to feature their work throughout the office, incorporating QR codes to support and promote their small businesses. Additionally, I designed and painted a custom mural for the children’s nook, adding a playful and engaging element to the space.
The Mural
My original sketch was done in Procreate.
Day 1
Day 4
Process
I filmed regular updates for social media to ensure our patients and families felt like a part of the process as we got ready to open our new doors.
Day 2
Day 5
Day 3
Day 6
The Interior
Beyond the visual identity, my primary focus for the interior was to cultivate a sense of serenity for our patients. I sought to bridge the gap between the indoors and the natural world, maintaining a clean, minimalist aesthetic that feels both sophisticated and calming.
