We were tasked with creating a one-of-a-kind brand for a pediatric dentist that revolved around horse riding, one of the most popular sports and pastimes of the Southern Pines area. Our challenge was to execute this horse racing/derby theme without coming across as kitschy, cheesy, or predictable. The client also didn’t want something too Vegas-style or off-putting for parents.
We were able to spin what is traditionally thought of as an activity for an older demographic in a way that was fun and whimsical. We created a negative-spaced jockey fondly named Toby that holds a toothbrush. We choose strong, angular typography that matches Toby's shape.
The logo is retro, masculine, and fun without the being kitschy.