Endowed with the prestigious title of “Diplomat of the American Board of Endodontics,” Dr. Paul Anstey carefully cultivates his distinctive endodontic and implant specialty practice in Beverly Hills, California. This honor is afforded to only fifteen-percent of Endodontists in the United States. Dr. Anstey commissioned Kalos Interactive to design and develop a website which illustrates and personifies the particular ethos of their unique practice.
Sensitive to the needs of his patients, Dr. Anstey has created a peaceful environment, with a calming aesthetic appeal. According to Dr. Anstey, “The cornerstone of our practice is the surgical microscope. This tool is what sets the standard for excellence and it is the surgical microscope that enables us to achieve results never before seen in the field of endodontics,” which conveys his zeal and vigor regarding cutting-edge technological advances in his field, manifesting itself in the ability to treat previously untreatable conditions. In the initial planning of the project, words such as “spa-like”, “technology”, “medical”, “zen-like”, “clean”, and “subtle reflections of our office” were predominant and frequent expressions in our discussions. Thus, our undertaking is to provide a perfectly harmonious balance of these very expressions, representing the very essence of his practice, embodied in a website.
Synthesizing clean minimalistic typography, as illustrated in their logo and branding, against the rich color and texture revealed in the decor or their walls, furniture and dazzling South African Artifacts, strategically placed throughout their practice is the goal. From an art direction, we have two very distinct styles to to integrate into the site. Besides this particular juxtaposition, Dr. Anstey expressed intently that he wants to convey two aspects, which are namely the “spa & zen like environment they have to offer” and the “technological” aspects of his practice; two aspects you wouldn’t necessarily expect to go together. Thus, our objective is to realize an appropriate and creative design direction that fully utilizes the power of imagery, typography, color, texture and other design elements, given that these juxtaposed styles are seemingly opposed to one another.
On a more technical note, the site will have some very cool elements, including Papervision 3D Navigation, sensational imagery, sleek and functional JS/AJAX forms and more. The technologies & site architecture will provide a phenomenal user experience uniquely distinct from his field. Thus,we continually strive to achieve our objectives. One of Dr. Anstey’s most fond quotes by Elias Schwartz is, “Anything not worth doing is worth not doing well. Think about it.” We will let you decide if we indeed attain our lofty goals of success, for the site is scheduled to launch late this Spring.
:: below is a preview of the site imagery shot by Todd Langley.
