The team behind Crescent Lodge Dental Practice came to us with a clear ambition. They wanted to grow the aesthetics side of the business, and they wanted it to stand on its own.
A separate brand for aesthetics, built off the foundations of a long-established dental practice. Crescent Lodge have been part of the Clapham community for over 50 years. The dental practice is well known, well loved, and well rooted. But aesthetics is a different market, with different patients, different decision drivers, and a different design language. Sharing a website with the dental brand was holding the aesthetics work back. The brief was to give the aesthetics side its own home, its own voice, and its own room to grow.
A separate identity, anchored to a trusted name.
The clinic operates from Clapham Common South Side, with the aesthetics work delivered by the same medically trained team patients already know from the dental side. The website needed to make that connection clear without leaning on it too heavily. Aesthetics patients want to see specialists who do aesthetics, not dentists who also offer it, and the brand needed to signal that the work, the team and the standards behind it are taken seriously in their own right.
The design moves the aesthetics offer into its own space. Soft, considered, premium. Editorial typography, generous white space, and imagery that focuses on results and the consultation experience rather than clinical stock. The brand reads calmer than the dental site and more contemporary, with a tone that suits the patient base it's built for. Confident without being clinical. Approachable without being casual.
The treatment range covers dermal fillers across lips, cheeks, tear troughs, jawline and chin, the 8 Point Face Lift, wrinkle reduction across forehead, frown, crows feet, brow lift, gummy smile and the Nefertiti neck lift, Profhilo, vitamin boosters, masseter treatment for grinding and clenching, hyperhidrosis treatment, and a clear link through to the dental side for Invisalign, implants, whitening and composite bonding. Concerns-led navigation across skin, face and body gives clients a route in when they don't yet know the treatment name, supported by a skincare shop, transparent pricing and online booking. A separate brand for a separate audience, built off the foundations of a 50-year-old practice, and a digital home designed to grow the aesthetics side on its own terms.
