123 Edward Street Dental is an general anaesthetic specialist office in the heart of Toronto across from the UofT school of dentistry. Surrounded by competitors, they needed a design that made them look recognizably different as they are one of only two clinics in Toronto that offer asleep dentistry.
Edward Street’s visual identity is aligned with building a customer experience rather than highlight a specific service. The use of a cloud gave test users the ideas of sleep, vapour and dreams hinting towards the service, but more importantly, was more relaxing to see. Light tones of gold and grey are used to give a premium feel along with lots of white space to conjure emotion of purity and grandeur.