01 · Typography
DM Serif Display italic ONLY for question headlines (never for marketing flourishes), DM Sans for body, DM Mono for question numbers, prices, and eyebrow labels. The italic restraint is the brand's strongest typographic signal.
All work
Family dental practice · Built in 9 days
Bayly & Liverpool Dental
Patient questions, answered first.
New patients welcome
Open the live siteFonts
DM Serif Display + DM Sans + DM Mono
Palette
Mist / Midnight / Teal / Slate
Photos
Real interiors + portraits, never stock
The brief
What we set out to solve.
Dental sites trigger anxiety on purpose: smile-at-camera stock, 'voted #1 dentist 2019', insurance jargon. We needed a family practice that disarmed instead of marketed - a site that read like the dentist had actually sat down to answer the questions patients ask before they book.
The decisions
Four moves that defined the brand.
02 · Palette
Mist-white #F2F6F7, midnight ink #0F2A33, dental teal #3F8C95, slate #56787f. No yellows or warm browns - the palette stays cool. Zebra alternation between mist and mist-deep for adjacent question sections so no two questions share a ground.
03 · Photo treatment
Interiors and portraits, never close-ups of teeth or stock smiles. Photos render with 1px ink border + 4px rounded corner + light desaturation (saturate 1.0, contrast 1.03). Real practice space, real doctors. The waiting room photo is the cover, not a banner.
04 · Voice
Calm-direct, no smile language. Leads with what we do AND what we do not do. Real numbers ('$210 for a new-patient exam and cleaning'). The mantra: 'We tell you the cost first.' New-patient form has an optional anxiety opt-in that flags the booking in the practice email so the visit gets booked longer.
Craft moments
The small things that earned the brand.
- Q&A Editorial structure with question numbers in mono teal
- Italic display reserved exclusively for question headlines
- Hairline rule between sections, never bold dividers
- Real interior and portrait photography, never stock dentistry
Yours next?
Same depth, your business, seven days.
Every Ostra site starts the same way: a 3-question brief and an honest conversation about what makes your business actually different. The result looks nothing like the others.