brand and digital case study

Communicating excellence in dental services

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Communicating excellence in dental services


Raymond Lim, a dental surgeon based in Singapore, approached Nucleus to create a brand for the launch of his new practice.

Following conversations and the agreement of a full brief, we were engaged to work on a name, brand identity and some high priority implementations for launch – including a website.


Initially, we worked to create a brand proposition to truly reflect Raymond’s passion for excellence, and his desire to create a caring environment for his patients. We then created a shortlist of unique brand names. Raymond’s final choice – B9 – was unusual and memorable. It worked equally well for both English-speaking and Chinese-speaking audiences (who quickly recognised the character shapes) and prompted better awareness of the business.

We designed the brand system for B9 Dental to be elegant, contemporary and concise – including a distinctive jade green, stripped back typography and restrained use of images. This differentiated B9 from its local competitors. The brand mark was registered as a trade mark across a range of Asian territories, including Indonesia and Malaysia.

The brand was applied to the fitting out of a new dental centre, supporting a highly professional working environment that put patients at ease. We then worked on a website, designed primarily for mobile use. Other work included high profile ads and presentation materials for events.


B9 has grown rapidly since launch. The practice now has five dental centres, all in prime business and retail areas of central Singapore. Raymond’s reputation for skill, precision and dedication has been established quickly. He has been recognised by his Singapore peers over the last few years, winning a range of industry awards including ‘Entrepreneur of the year’, ‘Promising SME’, and ‘Singapore Prestige Brand’.

B9 now welcomes regular patients from all over Asia, China and beyond.