I used the photo of the Dr. from the original design as well as some pieces of the original copy, but made a few changes to some of the other imagery and language. I kept the image of the Dr to promote trust from the audience, and placed this image in a funky shaped “frame” that is reminiscent of cork board boarder decorations k-12 teachers have. I included visuals of dentist equipment to make the main idea easy to understand, while also including a photo of children happy at a dentist office to emphasize the calm and safe environment the Dr. wants to market.

 

I removed the section of the body that described ideal clients, because I felt that it was redundant when paired with “Pediatric Dentistry”. I then also shortened the description of the Dr.s background as it seemed like secondary information that could be found on the dentistry website. This redesign improves communication by having a stronger playful voice through imagery and shape. The design effectively reflects a calm environment with soft edges and curves, and promotes ideas of joy with smiling faces.

 

By removing some of the copy, the amount of reading an audience has to do is shortened. I moved the main idea of the “new office opening” to its own special pop out on the advertisement, center of the page. I kept a description of services offered, but edited it down to be less wordy. I kept this description greyed, but then put a few select words that conveyed the main idea in black to draw attention to them.

 

This layout is more effective than the original design as it brings the audience's eyes across the page from the headline at the top left corner to the image of the dr. midline right. Each element moves an audiences eyes to the next.
 

The intended audience for this design is parents of children who need a new dentist, for children who might be scared of the dentist. I think it does a good job answering questions like “would my child feel safe here.” The ad is pleasing for children to view as well, and is designed with easing fears in mind. The previously mentioned imagery and border designs reflect this idea.

 

If I had to make one change, I would perhaps look at finding alternatives for the heading font, as I like the one I used because it is professional as a san-sherif but is still playful, however I feel like there is a chance something might work better. I would also look at moving the placement of the contact text at the bottom of the page, while it works where it is at, it feels more separated from the design than the other pieces. This separation makes the text feel un-incorporated from the rest of the space.