Ogliari is a dental clinic located in Rio de Janeiro, Brazil. Fearing the dentist is still a cultural phenomenon nowadays. This project main goal was to create a more enjoyable language that could approach people instead of take them away. The result was an brand and a dynamic symbol system based on facial expressions.

Juliana Ogliari is a professional who has been in this segment for 15 years. During all this time she did not have to advertise: her new patients come to her by the indication of the old ones. The secret is due to the fact that she offers a special, humanized and individual attendance. This dedication makes her patients confident about her work. Her customer portfolio goes from children to elderly people. Unlike other clinics where coldness and unease feelings are the must, Juliana's relationship with her clients is close and comforting. With such positive and unique features, the challenge was to create visual elements and trademarks that convey all of these.