CH.2

CH.1

Identity

Experience

Modern
Dentistry
Redefined.

INTRØDUCTION

We partnered with Dr. Andrew Fakhoury to redefine Chicago dentistry with luxury, hospitality-focused care. BrushHaus, between River North and West Loop, sought a brand blending expert care, warmth & modern style.

THE MISSIøN

Build a full brand ecosystem, environment strategy & digital presence positioning BrushHaus as Chicago’s premier modern dental care destination in a soothing, upscale downtown setting.

Identity Design

Web Design

Interior Design

⇓

— CHAPTER ONE —

identity

Building the HAUS

Collage of interior and exterior spaces of modern hotels and retail stores, including a cozy living room with a fireplace and bookshelves, a sleek product display storefront, minimalist hallways, and a reception area with a plant and computer.

1. The
Moodboard

Our initial explorations focused on merging clinical professionalism with high-end residential and hospitality aesthetics. Defined by soft, ambient lighting, clean architectural lines, minimalist typography, and a palette that evokes calm, confidence, and premium natural materials.

2. Logo
Development

A simple, minimal toothbrush combined with the geometric letterforms of the logotype, provides a subtle but clear connection to the dental industry.

A schematic diagram of a football field showing a play with a quarterback (B) and a running back (H).

3. Final Branding

3.2 Alt. Marks

Green background with crossed barbecue skewers and the letters B and H.

A graphic with a dark green, leafy forest background and the letters 'BH' in white, laid out in a crossword-style arrangement.

3.3 Applications

A tube of Brushhaus mint toothpaste against a dark green background.

A black tote bag with handles and an adjustable shoulder strap on a white surface. The bag displays the text 'BRUSH HAUS' in white and gray letters.

Close-up of a person wearing a green shirt that says 'BrushHaus', with a stethoscope and safety glasses hanging around their neck.

4. BRand Guidelines

Illustration of ten toothbrushes with decorative handles, arranged in a row, with large text overlay reading 'BRUSH AS'.

— CHAPTER two —

Experience

The Physical & Digital Build

Building entrance with large sign reading 'Brushhaus Dentistry & Aesthetics' and glass doors.

The Physical Experience

Interiors & Exteriors

We also got to support Dr. Fakhoury in a complete internal and external transformation of the office space in River North, Chicago, bringing a calming, luxury feel to the entire office. Matte black finishes, gold fixtures and natural tones make your trip to the dentist much more calm.

Indoor space with two potted plants on a table, mural of a landscape with trees and rocks on the wall, chairs around the table, and ceiling lights.

A medical or dental office with a dark wood cabinet, computer monitor, and dental equipment. Two brown chairs, one on wheels and one patient chair, are visible along with wood flooring and a green wall.

Interior of a modern office or clinic hallway with wooden floors, dark and white walls, and a mural of mountains. A woman is standing in one of the doorways, wearing glasses and black clothing.

The Digital Experience

An All New Website

And of course, to finish the job, we also had to do a makeover of the the digital facade. Complete with all the brand elements, the website feels just as cozy and inviting as walking in the office, before you even get there.

Check it out