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Breaking away from dental clichés without losing trust

Minémal Dental is a new vision of 21st-century dentistry that offers cutting-edge aesthetic and functional treatment.

Role

  • Designer

  • Developer

Scope

  • Identity

  • Prototyping

  • Web Design

  • Web Development

  • Motion

Tools

  • Figma

  • Jitter

  • Tilda

Year

  • 2024

/* Problem */

Dental websites tend to rely on the same visual language: predictable layouts, blue-and-mint palettes, doctors in white coats, and perfect smiles.

Minémal had already started breaking away from that at the brand level. Instead of another tooth-shaped logo, they used an abstract rendering of the molecule behind tooth enamel.

The challenge was to carry that idea through the website: making Minémal feel distinctive and story-driven without losing the professionalism expected from a healthcare provider.

/* Solution */

The direction was built around color contrast, movement, geometry, and a modern-art feeling. We wanted the website to feel minimal, but still artistic, slightly mysterious, and grounded in the service itself.

Creative direction

Art direction

I directed the brand photography featured across the site to translate Minémal's identity into image. The aim was to capture a sense of material, texture and process while staying true to the same visual language as the identity.

Typography and motion

Expressive, asymmetrical typography moved the experience away from basic layouts - creating rhythm, movement, and a stronger sense of geometry, while keeping the overall experience controlled.

Immersive on-scroll motion became a way to control how the brand unfolds. It added visual storytelling to the scroll experience and expanded the atmosphere, making the website feel more cinematic and alive.

Mobile version

The mobile version adapted around 80% of the desktop motion and pacing to mobile constraints, so users could still get the right impression of the brand on a smaller screen.

Project outcome

The new website increased conversion from potential clients to leads by ~25% compared to the previous website in first 2 months. Few patients also mentioned that the atmosphere of the website influenced their choice.

The visual direction and website were recognized by peers at one of the dental conferences Minémal attended in 2025 as a fresh and inspiring direction for the dental field.

The website received design recognition, earning CSSDA Special Kudos and Awwwards Honorable Mention, and was selected as one of six nominees for Best Typography websites on Awwwards.

This is just a snapshot of the entire design process

Reach out to e.astapable@gmail.com for the full story

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