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White & Pool Brand Board


  • Family & Cosmetic Dentistry
  • Lafayette, Colorado

As White & Pool was approaching the addition of a new dentist, Dr. White (the founding dentist) approached Ebb and Flow to assist with the creation of a new logo and brand that would be used for interior and exterior signs, marketing material, promotional items, and the website. Of importance was the development of a word mark including both doctor's names and a stylized symbol mark using the prominent "W" and "P". The company's marketing efforts are focused on top-quality, high-end care delivery to the surrounding upper, middle-class community. Necessary branding goals included a script-type font with a classic, elegant feel avoiding embellishment and a modern yet traditional aesthetic that complemented their existing interior design.


  • Word mark
  • Symbol mark
  • Color palette
  • Print and web font selection