SmalțConcept · Naming · Logo design · Brand identity · Motion · Trilingual website (English, Arabic, Romanian) · Copywriting · SEO & GEO · Dental clinic concept
Enamel is the hardest material in your body.
Smalț is a concept dental clinic group by Alkeme Design, with clinics in London, Dubai and Bucharest: a name that means enamel, a cobalt and bone identity, a single-line molar mark and an 87-page website in English, Arabic and Romanian, where every price, every doctor and every clinic is visible before the first visit.
The problem
Dental groups that open in more than one city usually end up with three different websites, or one English site with the other languages bolted on. Prices hide behind a consultation, Arabic is a translated page that still reads left to right, and the brand looks like every other clinic: white, teal and a smiling stock model. We wanted to show how one dental brand can work in London, Dubai and Bucharest at once, in three languages, and still answer price, doctor and clinic up front.
The concept
The idea is enamel. Smalț is the Romanian word for it: the hardest material in the body, part stone, part glass, part light. So the brand is mineral: bone white on near-black basalt, one cobalt accent, a wordmark cut like stone, and a molar drawn in a single line. On the website the enamel becomes smoke that follows your hand, and every change of state, from one clinic lobby to the next or a button you press, burns through like paper with an electric edge.
Concept & name
Smalț means enamel. One short word that works on a sign in Marylebone, in DIFC and on a street in Bucharest, with the three cities written beside it, London, Bucharest, Dubai.
The logo and the molar mark
A wordmark set in a wide, cut typeface, in bone on basalt and white on cobalt, and a molar drawn in one continuous line. The molar is the favicon, the home button in the header and the cookie button, and on hover an electric current runs along its outline.
Website: the homepage
The hero moves through the three clinic lobbies with a burning-paper transition and an enamel smoke that follows the cursor. Below it: the promise told word by word as you scroll, the written plan in three steps, the full price list, a horizontal tour of the clinic, the three clinics with their local time, the team of twelve doctors filtered by city and a calm page for people afraid of the dentist.
Arabic, right to left, for Dubai
The Arabic version is not a translation laid over the English page. The whole layout mirrors right to left, the type changes to an Arabic face, prices are in dirhams for the Dubai clinic in DIFC and every treatment page is written for Dubai.
Treatments, prices and booking
Every treatment has its own page in each city, with a fixed price in the local currency and what it includes. Booking starts with choosing the clinic, and the chosen city burns into cobalt the way the lobbies change on the homepage.
On mobile
The smoke, the clinics and the Arabic layout work by touch, checked at 360, 390 and 430 pixels wide without a single line breaking out of the screen.
What we did
MarketLondon · Bucharest · Dubai
- Concept & naming
- Logo design & molar mark
- Brand identity
- Motion system: enamel smoke, burning-paper and electric-current effects
- Trilingual website, English, Arabic (right to left) and Romanian, 87 pages
- Prices per market: pounds, dirhams and lei
- Copywriting within medical advertising rules
- SEO, GEO & AEO content in three languages
Logo Design →
A logo and the brand essentials to use it well.
Brand Identity →
A complete, ownable brand system.
Web Design →
Interactive websites built to feel premium.
Motion Design →
Brands that move.
Copywriting →
Words that sound like you and make people act.
SEO & GEO →
Rank on Google, get cited by AI.
AI Search & Entity Visibility →
Get recognised by AI and Google.
Questions we get
Is Smalț a real dental clinic?
Smalț is a brand and website concept by Alkeme Design, created to show how a dental group with clinics in London, Dubai and Bucharest can present itself. The treatments and the prices follow real practice in each of the three markets.
Who designed Smalț?
Alkeme Design created the concept, the name, the logo and the molar mark, the identity, the motion system and the 87-page website, and wrote every page in English, Arabic and Romanian.
Do you design brands and websites for dental clinics in Dubai?
Yes. Alkeme Design works remotely with clinics in Dubai and the UAE, in English. Smalț was designed with a Dubai clinic from the start: a full Arabic site laid out right to left, prices in dirhams and booking by branch.
Can you rebrand an existing dental clinic?
Yes. A rebrand can keep what patients already recognise and change what holds the clinic back, from the name and the logo to the colours, the photography and the website.
How should a dental clinic with several locations handle its brand?
With one identity and one website, where the city is a choice and not a separate brand. On Smalț the clinic is chosen in the menu and at booking, and prices, team and local time follow the city.
Do you build bilingual Arabic and English websites?
Yes, with a true right-to-left Arabic layout and Arabic typography, not a translated left-to-right page. Smalț runs in English, Arabic and Romanian from one structure.
What can a dental clinic say in its advertising?
Medical advertising rules generally rule out superlatives, guarantees and discounts. Every text on Smalț was written within the Romanian College of Dentists rules, and the build checks them automatically.
Decisions, and why
One brand, three cities
The city is a choice inside the brand, in the menu and at booking, so a patient in Dubai and one in London see the same Smalț.
Arabic as a first language
Right to left, Arabic type and prices in dirhams, designed alongside English, not translated after it.
Price before the chair
Every treatment shows its full price in the local currency and what it includes, before anyone books.
The result
Smalț is an 87-page website in English, Arabic and Romanian, with three clinics, twelve doctors, a page for every treatment in every city, a full price list per market and a motion system built on one material, enamel.
More work
Want work like this?
Tell us about your brand and what you need. We reply personally.
Start a project →