myEndodontist

ROOT CANAL TREATMENT SPECIALISTS

A confident brand launch in a niche medical field

Project overview

Lloyd Grey partnered with specialist endodontists Dr Karen Wong and Dr Laureen Roh to develop a compelling name and brand for their new Brisbane-based practice, now known as myEndodontist. In a market already filled with general dental providers and limited awareness of endodontics, our challenge was to carve out a clear, approachable, and professional identity that would quickly build trust with both referring dentists and patients.

Strategic naming and brand creation

The first step was to define a name that would immediately communicate the personal, specialist nature of the practice. myEndodontist was chosen for its clarity, warmth, and ability to connect emotionally with both patients and dentists. It’s short, memorable, and non-clinical — designed to feel approachable and trustworthy.

Crucially, the name includes the word “endodontist”, which is not widely understood by the general public. This makes it ideal for online search and discoverability, especially when people Google terms like “What is an endodontist?” or “Do I need to see an endodontist?”. By placing the keyword directly in the brand name, myEndodontist gains a significant SEO advantage.

It also plays cleverly on natural language – patients often refer to “my doctor” or “my dentist”, so the phrase “my endodontist” feels both familiar and personal. Additionally, it’s location-neutral and easily transferrable to any region, making it ideal for future growth or franchising across Australia.

A clear brand purpose and position

Our brand strategy work centred on articulating a compelling purpose: Restoring health and well-being. We positioned myEndodontist as the specialist partner for dentists, focused on saving natural teeth, alleviating patient anxiety, and delivering consistently excellent outcomes through advanced training and expert care.

Key brand messages included:

“Peaceful teeth mean peace of mind”
“We take on the complexity to keep your life simple”
“Because keeping your natural teeth should always come first”

Differentiation in a crowded sector

The identity was deliberately designed to break away from the typical “teal-and-smile” dental visual clichés. The logo draws inspiration from the Golden Ratio, balance, and harmony – scientific precision meeting human care. A palette of aquamarine, purple and grey combined with custom spirograph-style patterns provided a distinctive, refined and calming brand language.

Integrated brand rollout

We supported myEndodontist’s launch with a comprehensive suite of communications:

Brand identity: logo, colour palette, pattern system and stationery
Digital presence: website with dentist referral forms, custom medical illustrations, and patient appointment flows
Printed materials: dentist referral pads, CPD banners, patient leaflets and overview brochures
Physical branding: practice signage with LED edge-lit acrylic logo embedded in reception desk
Outreach tools: Google profile, LinkedIn, launch event planning and local media assets

Every detail reinforced the brand’s central promise — advanced care, personal support, and long-term dental outcomes.

A successful launch and rapid growth

Within months of opening, myEndodontist grew its referral network, onboarded a third specialist, and established itself as a go-to partner for dentists across Brisbane’s northside. The website saw strong traffic growth and high engagement from both patients and dental professionals — a testament to the clarity and relevance of the brand strategy.

Branding with a long-term vision

myEndodontist was created with the future in mind — flexible enough to support additional locations, expanded services, and new partnerships. The brand continues to grow, powered by a clear purpose, authentic values, and a design language that builds trust.