Smileway
Building South Africa’s next-generation dental group, one brand at a time
Full-Service Digital
Introduction
Smileway is reshaping South Africa’s dental industry. Led by a CEO who previously built the hyper-scaling Dentex group in the UK, Smileway is now applying that proven model locally, acquiring and uplifting leading dental practices nationwide. Backed by significant funding and an experienced leadership team, Smileway’s mission is to empower independent practices to thrive under expert operational, marketing, and growth support.
CHALLENGE
Each practice joining Smileway’s network brings its own legacy brand; some are dated, while others are inconsistent or lack a strong digital footprint. Rather than replacing these with a single parent identity, Smileway’s philosophy is to retain each practice’s individuality while elevating its brand experience to a modern, patient-first standard.
They needed a creative partner who could handle this transformation at scale—balancing speed, consistency, and craftsmanship across multiple, diverse practices.
Approach
We were appointed as Smileway’s branding agency, responsible for the full rebrand process of every new acquisition.
For each practice, we:
- Conduct a complete brand refresh—updating the CI, tone, and positioning while maintaining its core identity.
- Deliver new signage, photography, and video that reflect the upgraded brand experience.
- Design and develop a modern website built for conversion and SEO.
- Roll out social channels, email flows, and Meta ad campaigns to drive awareness and patient bookings.
- Provide ongoing brand and digital support to the Smileway team for continued optimisation.
Approach
So far, we’ve delivered this for:
- Hugo Orthodontics
- Hout Bay Dental Studio
- TRUST Dentistry
Each transformation has created a revitalised, future-ready brand—modern, consistent, and primed for digital growth within Smileway’s expanding ecosystem.
Results
Every rebrand launch comes with a comprehensive suite of digital and physical assets, ensuring practices look and perform like leading modern clinics.
The Smileway network now presents a portfolio of distinct but cohesive brands, each optimised for growth under a shared operational vision.
The system we’ve built together is scalable, enabling Smileway to onboard and elevate new practices quickly without compromising on quality or creativity.
Why It Works
Smileway’s success lies in its respect for individuality. By strengthening—not replacing—each practice’s identity, they preserve patient trust while unlocking the advantages of group-level resources and expertise. Our partnership ensures every new Smileway acquisition launches with a brand that feels current, confident, and connected to a broader vision for modern dentistry in South Africa.