From one dentist’s name to a practice the whole family could own.
With Dr. Hansen’s daughter joining as co-owner, J. Hansen DDS needed a name and identity that represented an expanded team without abandoning decades of trust.
Bionic Egg renamed the practice Hansen Smiles and built a warmer, more inclusive system around it. The new identity balances medical credibility with the ease and humanity patients expect from a family practice.
Identity development
A smile hidden inside a precise monogram.
The custom H connects two letterforms with a soft diagonal gesture—an abstract smile that makes the mark distinctive without relying on predictable dental imagery.
Logo construction
Built with structure, softened by one human gesture.
Measured proportions give the monogram authority at signage scale while the diagonal smile remains recognizable in compact digital applications.Earth tones make clinical care feel grounded.
The palette was designed to feel calm, credible and comfortable—warm enough for a family practice, disciplined enough for medical communication.
Brand guidelines
A practical system designed to stay consistent.
Logo usage, clear space, typography and color standards give the practice an internal reference for every future application.
Print collateral
One identity, carried into every patient touchpoint.
Hansen SmilesPractice materials
Recognition begins before the appointment.
Business cards, letterhead and envelopes extend the new identity into the everyday materials patients and partners actually hold.
A clearer digital front door for a growing practice.
The new website translates the identity into an approachable patient experience with responsive service education, clinician profiles, appointment paths and practical technology information.
SEO migration
A new name without losing search visibility.
Bionic Egg planned the domain transition and redirects from J. Hansen DDS to Hansen Smiles, preserving established Google prominence while building recognition for the new name.
Mobile patient experience
Ready to book from any screen.
Clear mobile navigation and a prominent appointment path make it easy for patients to move from learning about a service to requesting a visit directly from their phone.- 01Service discoveryTreatments remain easy to browse on smaller screens.
- 02Clear appointment pathBooking stays visible without interrupting the experience.
- 03Responsive patient formsPatients can request a visit comfortably from their phone.
Project credits
Hansen
Smiles
- Client
- Hansen Smiles
- Creative Director
- Mark Johnson
- Agency
- Bionic Egg
- Services
- brand identity, naming, print collateral, website design, development, SEO
- Industry
- Medical + Dental