Infinity Dental is a privately owned dental clinic in İstanbul. During the design process our research showed most of the competitors preferred to use images of teeth and smiling faces for their branding. Widely used colours were ranging from greens to blues (including turquoise) and red. To create a unique identity, we decided to focus on the benefits of oral health. As a starting point we chose the idiom “Yüzünüzde güller açacak” – literally meaning “roses will flourish on your face” as their motto. In Turkish, this originates from a metaphor about a happy person smiling, which turns their cheeks to pink – like roses. As their corporate colours we chose pink (also the colour of healthy gums) and used a masculine font to balance the feminine rose motif.