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Willow Dental had grown dependent on found imagery. For this upscale dental practice, this represented a growing threat to its identity. We helped it to find a unique voice.
A complete and consistent suite of images had proven elusive to Willow Dental. So, the company opted to sample, pulling images of varied quality, resolution and aesthetic from a host of disparate sources. The result was compromised and somewhat damaging for this upscale provider of medical and cosmetic dental services.
For our 2004 redesign of Willow Dental’s site, we proposed to render a consistent series of high-resolution images as part of our core deliverables. Although this represented a significant expense for the practice, it would prove to be an investment in brand continuity. Working from detailed source illustrations provided by Dr. Tom Williams, one of Willow’s founders, we were able to construct accurate 3D models for more than a dozen procedures. The renderings were tailored in response to their text partners. Some exist as standalone images, appearing as adjuncts to page content. Others rely heavily on their text counterparts, depicting complex apparatus or processes that require clear and concise description. Collectively, they are a key contributor to a much improved online presentation. |
