The proposal
Dental offices don’t need to be cold or boring. Research into patient behavior kept surfacing words of love and care for their dentists — so instead of the traditional “surname & surname” practice name already used by doctors Fabiana and Gustavo, we captured the success of a treatment in a single word: UAU! (“Wow!”) — satisfaction, happiness, confidence, and that beautiful smile, carried across the whole brand universe.
The mark
One continuous stroke: a U that smiles, with a wink borrowed from the exclamation point.
The storefront
Red awning, warm wood, the smile glowing before you’re through the door.
Inside the clinic
Warm wood, soft light, one red arc — the identity sets the room’s mood before anyone says hello.
Wayfinding with personality
Icons do the talking — tooth, sparkle, calendar, shield — and the pattern turns privacy glass into a smile wall.
Paper that smiles
Folder, letterhead, business cards, appointment card — the system at its most traditional, still grinning.
Worn, carried, squeezed
From the doctor’s coat to the take-home toothpaste kit — every touchpoint gets the same smile.
Little rituals
The next appointment lives on a card you’ll actually keep — and on the icon you’ll actually tap.
“A beautiful smile makes everything better. UAU! wants to transform people’s lives — more health and oral well-being, reflected in a happier, more pleasant life.”