e-LINE Orthodontics is one of the longest-established private orthodontic practices in London, with a heritage of more than 50 years, based at 21 Devonshire Street in the Harley Street medical district. SUM was asked to reposition the practice as a personal, premium service rather than a clinic.
The creative strategy began with the landscape: the trends reshaping private healthcare, from personalised treatment to digital technology, and the practices competing for the same patients. From it came a positioning built on three ideas, luxury, authority and innovation, and a mission to be the go-to clinic for premium orthodontic care. The strategy committed e-LINE to judging carefully where to use new technology and where to rely on hand-crafted work, and gave it a personality that is genuine, attentive and reliable, with a tone of voice that is elegant and expert, yet approachable, and unmistakably of London.
The identity is built on a hand-drawn logotype and a single “e” motif, in a restrained palette of grey, black and white. SUM carried it through every touchpoint a patient meets, from business cards, letterheads and appointment cards to referral pads, a patient newsletter, thank-you cards and carrier bags.
For photography, SUM wrote a direction closer to fashion than to healthcare, with natural light, monochrome tones and images of personality rather than procedure, and directed a shoot of the practice and its team to establish it.
Online, SUM designed and built a website centred on the patient, leading with treatments, the team and patient testimonials, and set out a digital strategy for the brand. The project sits within SUM's wellness and hospitality branding work, alongside private health programmes and members' clubs.
