Case study — Family dental practice

Meridian Dental

Built for the most anxious person who will ever visit

Demonstration build

The whole site is live. Go and click around.

01 — The brief

What the client came in with.

Roughly a third of patients delay appointments out of anxiety. The old site's stock imagery of gleaming instruments was actively making that worse.

Patients could not find out what anything cost, so the front desk fielded price questions all day and new patients went elsewhere.

02 — The approach

01
Anxiety-aware content order
What happens at a first visit comes before credentials or technology. Every procedure page states duration, what you will feel, and the price up front.
02
A calm palette and a lot of air
Soft cyan on near-white, generous whitespace, nothing clinical or sharp. The restraint is the design decision — this is the one site in the portfolio that should not shout.
03
Accessibility treated as a requirement
A 4.5:1 minimum on every text pairing, full keyboard operability, semantic landmarks throughout, and a booking form that never relies on colour alone to convey state.

03 — Identity system

A single geometric sans across the whole site. In a healthcare context, typographic consistency reads as competence; contrast reads as marketing.

04 — The build, by the numbers