Northside Dental
A full rebrand and website build for a dental practice looking to modernize and attract more patients.
The Client
Northside Dental had been operating with the same brand identity and website since 2014. Their site was slow, not mobile-friendly, and didn't reflect the quality of care they provide. They wanted a fresh start to compete with newer clinics in their area.
The Challenge
Needed to preserve existing SEO rankings during the transition. Had to integrate with a legacy patient booking system. Brand needed to feel warm and approachable while projecting clinical confidence.
Strategy, Design & Build
Strategy
Conducted a competitor audit and defined a brand positioning around "gentle expertise." Built a content strategy focused on reducing patient anxiety through transparent information.
Design
Developed a warm, earthy palette with clean typography. New logo system with an organic mark inspired by a leaf. Structured the site around patient journeys — new visitors, existing patients, and emergency cases.
Build
Built on Astro for fast static content with a headless CMS for blog and service pages. Integrated with their legacy booking API via a lightweight middleware layer. Redirect mapping preserved all existing SEO value.
Measurable Results
Increase in online appointment bookings
Faster page load time (2.1s vs 5.3s)
Organic traffic growth in 3 months post-launch
Astro · Headless CMS · Cloudflare · Custom Booking Middleware
"Patients keep telling us how much they love the new site. It finally feels like the quality of care we actually provide."
— Dr. Amara Singh, DDS, Northside Dental