Orthodontic Website Redesign

familybraces.ca is our current site. Go and look before you read any further. It explains this brief better than we can. Two failures It undersells us. Ten years, six Calgary clinics, 10,000+ Google reviews at 4.9, and none of that lands. It reads as budget. We compete on access and price transparency, and the site presents that as cheapness rather than confidence. That is the core thing we are hiring you to fix. Who we're designing for A mother in her thirties or forties, researching orthodontists on her phone in the evening after her kids are asleep. She has taste and she buys consumer brands. We want to come across as one, not as a dental clinic. Every practice she is comparing looks identical to her, and she is deciding in seconds whether we are serious. She is price-conscious and reads "cheap" as a warning sign. Right now she sees the budget option. She should see the smart one. She and her children are both patients. Her child is typically 8 to 16. There is also a growing adult segment, mostly women, choosing Invisalign for themselves. Where we want to go fertilityassociates.co.nz — main inspiration. Professional, high-end, still friendly. twigfertility.com — main inspiration. Upscale, speaks to women. hiyahealth.com — parts bin. bloomnu.com — parts bin, brand energy. omniluxled.com — parts bin, conversion mechanics. Custom work only. No templates. Not a marketplace theme, not a Webflow template reskinned in our colours. If your process starts by picking a layout, we are not a fit. Colour Purple, blue and yellow are ours and they stay. Pull the exact values off the current site rather than approximating. The problem is the ratio, not the hues. Three saturated colours at equal weight is the visual signature of a children's clinic, and that is how we read today. We want light purple and light blue tints built from our own colours, desaturated enough to carry large surfaces. One colour leading, the others supporting. Yellow demoted to accent only, warmed slightly, never a background. A warm neutral base instead of clinical white. The test: unmistakably us to an existing patient, not a paediatric clinic to a new one. The two-register problem Our buyer is a mother. Our patient is often eleven. The site has to hold both without splitting into two personalities. Parent-facing pages (homepage, pricing, locations) earn her trust on taste. Treatment pages (children, teens) stay warm and human. One type system, one grid, one palette. Only the mix changes. It should never tip into cartoon dentist. What you'd deliver, in Figma Type scale, colour, spacing, components. Roughly ten screens: homepage, pricing, service template, location template, audience page, FAQ, plus mobile. A short written rationale. Design the system and one of each template, not all 34 pages. You would not build it. A separate Webflow developer executes under your art direction, so you should understand Webflow's constraints. Constraints Photography is real, not stock. We are commissioning a shoot but in the meanwhile use real pictures from other orthodontic clinics as place holders. WCAG AA, visible focus, works to 360px, mobile first. To apply, send three things Two live brands you designed, with URLs. Say which parts were yours. One sentence on what you would change first about familybraces.ca. Proposals missing any of the two will be archived.