Rebranding and Redesigning Mulgrave Dental Group for a Premium Patient Experience

About the Project:

Mulgrave Dental Group is a leading dental clinic in Melbourne, Australia, known for its patient-centered care and advanced dental treatments. They approached KARL Mission for a complete rebrand including a new logo, visual identity, and website redesign to reflect their growth and position as a high-end, family-friendly dental practice. Their existing website had a large sitemap and lacked a cohesive structure, making it difficult for patients to navigate and engage with.

Live site: mulgravedentalgroup.com.au

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Mission:

• Develop a new logo and branding that captures a sophisticated, trustworthy, and high-end identity.
• Redesign the website with an intuitive structure and elegant user interface to enhance usability and patient engagement.

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Part 1: Rebrand

Process:

1. Brand Development Workshop
We started with a brand workshop to define Mulgrave Dental Group’s identity, focusing on tone of voice, visual direction, and market positioning.

2. Logo Ideation
Created multiple logo concepts and sketches to explore different visual directions that reflected professionalism, care, and elegance.

3. Refinement & Iteration
Narrowed down concepts through stakeholder feedback, refining the chosen logo with a cohesive color palette and typography system that aligned with the new brand positioning.

4. Final Deliverables
Delivered a full brand package including brand guidelines, stationery (business cards, letterheads, signage), and brand textures for use across marketing and merchandise.

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Solution:

• Established a more mature and elegant visual identity that elevated brand perception.
• Delivered comprehensive brand guidelines to maintain consistency across all channels.
• Designed supporting brand textures and graphic assets to strengthen the clinic’s premium aesthetic.

With the rebrand complete, the next step was to translate this refined identity into a high-performing website experience.

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Part 2: Website UX/UI Design

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Process:

1. Sitemap Development
Using card sorting techniques, we developed a clear and intuitive sitemap to improve navigation across the clinic’s extensive list of services.

2. Wireframing
Created detailed wireframes to define page layouts and optimize content hierarchy before moving into design.

3. Copywriting & SEO
Edited and expanded the site copy to match the new brand tone and enhance SEO performance. Headings, FAQs, and metadata were optimized to increase visibility in local search results.

4. Design
Redesigned every page using the new brand identity, balancing a modern aesthetic with usability and accessibility. The design focused on premium visuals and easy navigation for patients of all ages.

5. Feedback & Development
Collaborated closely with the client to refine designs based on feedback, then handled the full HubSpot CMS development to ensure a seamless build and launch.

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Solution:

Mega Menu

• Expanded the navigation menu to include all service pages for better visibility.
• Organized services into clear, patient-friendly categories.
• Highlighted high-demand treatments to guide users efficiently.
• Added a second menu categorized by “solutions” helping users who may not know which treatment they need find relevant options.

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Service Page Template

• Added a carousel for before-and-after images to showcase real results.
• Embedded client testimonial videos and Google reviews to boost credibility.
• Included internal links to related or alternative services to encourage exploration and longer on-site engagement.
• Added a Book Consultation form to every service page, making it easier for patients to take action directly from any page.

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Overall Website Enhancements

• Upgraded all imagery for consistency and quality.
• Added more FAQs across key pages to improve SEO performance.
• Optimized above-the-fold content to capture user attention and drive conversions.

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Results:

The redesigned website successfully elevated Mulgrave Dental Group’s premium identity while improving the overall patient experience and conversion performance.

• Form submissions increased by 6.17%, reflecting steady growth in patient inquiries across the website.
• The All-On-4 Consultation Form conversion rate increased from 0.19% to 1.11% (a 484% increase), highlighting significant improvement on one of the clinic’s key service pages.

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Ready to Transform Your Brand and Website?

Whether you’re looking to refine your brand identity, improve your website’s performance, or create a seamless user experienceKARL Mission can help.

Book a free consultation today and let’s discuss how we can elevate your digital presence.