The aligner promoted to a full section
It leaves the bullet list and becomes the third section of the page, with the product shot in macro as an object of desire, plus the four steps of treatment.
Speculative redesign
The clinic's best asset was buried in a bullet point.
I checked seven competitors in Campinas: all offer clear aligners and all resell someone else's brand. Unique has its own aligner, created by the orthodontist who treats you, with a dedicated unit in Hortolândia. That was sitting as one item in the middle of a list, next to Invisalign.
This is a speculative redesign, made on my own initiative from public information. There was no engagement and the clinic took no part in it. The photography is generated and some figures on the published page are illustrative.
The page itself is in Portuguese. It was written for patients in Portugal and Brazil, and translating it would misrepresent the work.
Before and after
BeforeCurrent site
AfterProposal
What was broken
- The homepage counters rendered as zero in production: “+0 Smiles Transformed”, “0 Years of Practice”, “+0 Teeth aligned”
- One hero slide's CTA pointed to #, a dead link on the highest-traffic element of the page
- A 2020 copyright and an Instagram feed frozen in 2023, while the actual profile posts today
- A green WhatsApp widget covering the hero section
Design decisions
The claim no competitor can copy
The headline says what only this clinic can say: the aligner does not come from a catalogue. The page also owns the fact that they offer Invisalign too, which turns having their own brand into an extra option rather than a limitation.
Dark, cinematic art direction
Deep burgundy derived from the current brand, blush pulled from the photography itself, expanded grotesque at large scale. Deliberately the opposite of the Pascoal concept, to prove the studio does not run on a single template.
Usability and accessibility, measured
- Sixteen contrast pairs measured, with one fix: the step numbering sat at 2.6:1 and moved to 4.86:1
- Zero touch targets under 44px and zero horizontal overflow across the four breakpoints
- Mobile menu with aria-expanded, scroll lock and Escape to close
Technical
- Static Next.js
- Generated imagery with the art direction locked before generation, so photos and interface match
- WhatsApp links with context-specific pre-filled messages
What this solves
- The clinic's differentiator lands before the visitor scrolls
- The social proof that greeted every visitor with zeros is gone
- The clinic stops competing on price against everyone selling the same product
Other work
SoulFork
Marketing and lead capture site, live.
Clínica Dentária Pascoal
The price list as the argument, not as a buried table.
Idalgo Feres
Two specialties, one page, no decision made.
Automated storyboard
From the briefing in a chat to finished PSDs, with two approvals of mine.