Susan Parker Kendall | Brand Identity

The Challenge

Susan Parker Kendall is a Florida-based cosmetic dentist, educator, and Head of the Florida Academy of Cosmetic Dentistry. The challenge was to create a brand identity that reflected her authority and experience, while still leaving room for growth, curiosity and the person behind the credentials.
Rather than following the usual polished and overly finished aesthetic of cosmetic dentistry, the direction focused on the idea of becoming. A brand that feels established, but never like it has stopped evolving.

What I Did

I developed the brand strategy and visual identity around the idea of growth as an ongoing practice.
The identity combines an elegant serif typography system with soft green and cream tones, creating a sense of calm, knowledge and confidence. At the centre of the identity is the SPK monogram, built from rounded, overlapping forms that give the mark a softer and more human quality.
I developed the complete logo system, monogram, typography and colour palette, alongside stationery, signage, web and social applications to create a visual language that could work across both her professional and personal presence.

The Result

The result is a personal brand that feels knowledgeable and established without feeling rigid or overly polished.
It positions Susan as an expert, while also communicating curiosity, openness and the idea that becoming better is part of the process. The identity gives her a visual world that can grow with her, rather than trying to make her look like she has already arrived.

Built through practice. Guided by curiosity. Open to becoming.

Check out on Behance: