Uniclinic
What we found
A brand is a “container” that holds all the elements that make it up — from the tangible or visible aspects, such as colors, typography, and images, to the intangible ones, like values, attributes, and the value proposition.
During our first year collaborating with Uniclinic — a network of street-level dental clinics — our work was limited to carrying out the design tasks that Francisco, its director, periodically assigned to us. After gaining a deep understanding of the company’s operations and brand management, we identified a series of areas for improvement and began making proposals.
What we contributed
Continuing with the drawer analogy, we could say things were a bit disorganized — some elements were unnecessary, and others were missing. So, we got to work and began putting everything in order.
First, we created the brand platform. We conducted a comprehensive study of the category and competitors, identified the target audience, defined our attributes and values, and established the brand’s territory and positioning. Thanks to this process, we gained a clear vision of the mission our brand should fulfill and summarized it all into a simple value proposition:
The smile of peace of mind.
Uniclinic doesn’t sell a method, nor is it a traditional dentist or the cheapest option — but it genuinely cares for its patients, not just for their treatments. Uniclinic has the empathy to understand that many people fear visiting the dentist. That’s why they pay close attention to every detail — from the moment a patient walks in until they leave.
Continuous training for the medical team, spacious and comfortable facilities, qualified auxiliary staff providing the best care, top-quality materials, flexible payment options — everything is designed to bring transparency and calm to their patients, to find that natural smile that appears when we feel at ease: the smile of peace of mind.
Visually, the brand had a strong focus on technology and modernity, with a somewhat futuristic, even “space-age,” aesthetic. We decided to bring the brand down to earth and put it on the same level as people — after all, we are street-level clinics, and our place is among our patients.
We replaced all the previous imagery with more relatable visuals, softened the tone of our texts, photographed the clinics so potential patients could get to know them, redesigned the website, conducted surveys and polls, and strengthened the brand’s presence on social media.
A stable and flexible line of communication.
A stable and adaptable line of communication.
Without neglecting online communication at any time.
