Brand & Digital Launch Proposal

Sapphire Lab

Prepared by AFB Marketing  ×  Belsoft  ·  2026

Patient Care from Laboratory to Dental Chair

01 / 20

The Client

📍
Location Birmingham, UK
🏥
Type NHS & Private Dental Lab
📞
Phone 0121 798 2784
🕐
Hours Mon–Fri 8:30am–5pm
⚙️
Services Full prosthetic range
💻
Technology 3D printing · CAD · UV curing

Who Is Sapphire Lab?

Sapphire Lab is a Birmingham-based dental laboratory serving both NHS and private dental practices across the West Midlands and beyond. Founded on a commitment to precision craftsmanship and modern fabrication technology, they produce the full range of prosthetic dental products — from mouthguards and bleaching trays to retainers and full dentures. Despite their strong product quality and clinical relationships, Sapphire Lab has no existing digital presence and are launching their brand and online identity for the first time.

The Challenge
02 / 20

From Zero to Full Brand Launch

01
01 — Clinics

Build a brand that wins dental practices

Professional, premium identity targeting dental practices looking for a reliable, technology-forward laboratory partner they can trust with their patients.

02
02 — Patients

Reach patients directly

Consumer touchpoints for individuals seeking custom mouthguards, bleaching trays and retainers — clear, reassuring language that builds confidence without clinical jargon.

03
03 — Digital

Own the digital space from day one

Full website across 8 pages, 4 social platforms live simultaneously, and a complete print field kit — so Sapphire Lab launches with the presence of an established business.

03 / 20

Methodology

Brand-First Cascade

01
Brand Identity
›
02
Content Strategy
›
03
Web Design
›
04
Social Media
›
05
Print Materials
›
06
Launch

Every deliverable derives from an approved brand system. Nothing ships until the foundation is locked — ensuring perfect consistency across every touchpoint from website to printed referral card.

04 / 20
Sapphire Lab

Existing logo — kept exactly as-is

Logo Status

✓  Kept as-is — no changes required

Logo Usage Rules

  • ■
    Clear Space: Maintain minimum clear space equal to the height of the "S" in SAPPHIRE on all four sides. Never crowd the logo with other elements.
  • ■
    Minimum Sizes: Digital: 120px wide minimum. Print: 30mm wide minimum. Below these sizes legibility is compromised.
  • ■
    Approved variations: Navy on white, white on navy, white on Sapphire Mid. Do not recolour, distort, rotate, or add effects to the logo.
05 / 20

Colour System

Six carefully selected colours — locked primary palette, extended accent range

Sapphire Navy
Primary Brand
LOCKED
#1A2F6E
Pure White
Backgrounds
LOCKED
#FFFFFF
Sapphire Mid
Accents & Links
#4A6FBE
Ice Blue
Section BGs
#E8EEF8
Gold Accent
Premium Detail
#C5A55A
Charcoal
Body Text
#2D2D2D
06 / 20

Typography System

SAPPHIRE LAB
Heading Font — Montserrat Bold
Used for all headlines, labels, navigation, and the logo wordmark. Strong geometric construction reflects the laboratory's precision ethos. Always uppercase for brand elements.
"Patient Care from Laboratory
to Dental Chair and beyond —
precision you can trust."
Body Font — Lato Regular
Used for all body copy, descriptions, and supporting text. Humanist proportions make technical information approachable. Available in Light, Regular, and Bold weights.
H1 — Hero
Sapphire Lab
Montserrat 800 · 48–64px
H2 — Section
Our Services
Montserrat 800 · 28–36px
Label — Caps
THE CLINIC
Montserrat 700 · 11px · spaced
Body Copy
Precision crafted for your patients.
Lato 400 · 14–16px · 1.75 leading
07 / 20

Visual Identity System

Geometric Pattern
Faceted gem motif — reflects Sapphire's precision & gemstone origin. Used at low opacity on navy panels and as background texture throughout the brand.
SAPPHIRE LAB
GOLD ACCENT
Gold Rule Lines
Flanking rules flank headings and divide sections with premium precision. Used consistently across web, print, and social media touchpoints.
THE SERVICE

Premium contrast sections anchor the layout and signal authority. White text on Sapphire Navy creates maximum legibility.

Navy Contrast Panels
Full-width navy sections create visual hierarchy and separate key content areas. Consistent use of navy panels throughout builds strong brand recognition.
08 / 20

Website Structure

8 Pages
Homepage
For Dental
Clinics
B2B
For
Patients
B2C
Our
Technology
Both
Products &
Services
Both
About
Sapphire Lab
Both
NHS & Pricing
Guide
B2B
Contact &
Refer
Both
09 / 20

Homepage Design

Dual CTA Hero
Splits B2B and B2C audiences from the very first interaction — clinics go left, patients go right.
Trust Bar
Builds immediate credibility with key stats: NHS accredited, Birmingham-based, same-day service.
SAPPHIRE LAB — BIRMINGHAM
Precision Dental Laboratory
for Clinics & Patients
Dental Clinic? Start Here
I'm a Patient
NHSAccredited
Same DayTurnaround
3D PrintTechnology
15+Years Experience

For Dental Clinics

NHS & private referrals accepted. Full prosthetic range. Dedicated account manager for every practice.

For Patients

Custom mouthguards, bleaching trays & retainers. Direct orders welcome with dentist referral.

Technology
3D Printing
CAD Design
UV Curing
Split B2B / B2C Panels
Dedicated content blocks serve both audiences simultaneously without either feeling like second priority.
Technology Teaser
3D printing and CAD credentials differentiated Sapphire Lab from traditional analogue competitors.
10 / 20

Key Service Pages

B2B PAGE

For Dental Clinics

Crowns & Bridges Dentures Mouthguards Retainers Bleaching Trays Implant Work NHS Pricing

Dedicated referral workflow, NHS and private pricing tables, turnaround times, and practice account setup. Everything a clinic needs to choose Sapphire Lab with confidence.

FOR DENTAL CLINICS — Complete service range, NHS/Private pricing guides, referral process explained, practice account setup, and direct contact with the lab team.
B2C PAGE

For Patients

Sports Mouthguards Night Guards Bleaching Trays Clear Retainers Custom Fit Fast Turnaround

Plain-language explanations of each product, what to expect, how to order via your dentist, and what makes a lab-direct approach better than high-street alternatives.

FOR PATIENTS — Mouthguards, bleaching trays, and retainers explained simply. Clear process, reassuring language, and a path to order via your local dental practice.
11 / 20

Social Media System

Starting from zero — 4 platforms live on day one

📸
INSTAGRAM
9 launch posts queued & ready to publish
Stories templates · Highlights covers
Reels concepts scripted
👍
FACEBOOK
6 launch posts written & designed
Cover banner · Profile image
Pinned services post
💼
LINKEDIN
6 professional launch posts
Company page fully set up
Clinic outreach message template
🎵
TIKTOK
5 video concepts fully scripted
Title card & outro designed
Platform-specific hashtag packs
12 / 20

Launch-Ready Instagram Grid

WE'RE
LIVE
MOUTH-
GUARD
RETAINER
3D
PRINTER
BLEACHING
TRAY
TEAM
GUARDS
TECH-
NICIAN
SERVICES
CONTACT
US

Professionally designed grid — looks established from day one.

13 / 20

Content Strategy

⚗️
LAB PROCESS
Behind-the-scenes content — 3D printing timelapse, CAD design, craftwork close-ups. Showcases technical capability authentically.
🦷
PRODUCT SHOWCASE
Hero product photography and descriptions — mouthguards, bleaching trays, retainers shown beautifully and clearly.
🎓
EDUCATION
Dental health facts, tips for patients, care guides and myth-busting content that builds audience trust and engagement.
🤝
CLINIC SPOTLIGHT
B2B partnership content — dentist testimonials, practice shoutouts, and referral partner features for LinkedIn and Facebook.
✨
BRAND MOMENTS
Team introductions, milestones, company values and culture — humanises the brand and builds long-term audience loyalty.

30-day launch content calendar included — posts ready to schedule from day one.

14 / 20

Print Field Kit

6 Copy-Ready Documents
01
💷
Price List
A4 Double-Sided · Print-Ready PDF
B2B — Clinics
02
📋
Clinic Brochure
A4 Tri-Fold · Print-Ready PDF
B2B — Clinics
03
🦷
Patient Leaflet
A5 Double-Sided · Print-Ready PDF
B2C — Patients
04
🗂️
Referral Card
85×55mm Business Card · PDF
B2C via Clinic
05
📊
Company Profile
A4 Booklet · Print-Ready PDF
B2B — Clinics
06
📱
Social Handle Card
85×55mm Business Card · PDF
B2C — Patients
15 / 20

Print Document Showcase

PRICE LIST
CLINIC BROCHURE
PATIENT LEAFLET
REFERRAL CARD
COMPANY PROFILE
SOCIAL CARD

All documents: CMYK  ·  300DPI  ·  PDF/X-1a  ·  Print-Ready

16 / 20

Content & Copy

DELIVERABLE 01

Brand Messaging Framework

Positioning statement, master taglines, tone of voice definition, and separate voice guides for B2B (professional, clinical confidence) and B2C (warm, accessible, reassuring). The single source of truth for all written communication.

DELIVERABLE 02

All Website Copy

8 pages fully written and copy-ready to hand directly to a developer. Includes all headlines, body copy, CTAs, meta descriptions, and alt text. Nothing left as placeholder content.

DELIVERABLE 03

Social Media Copy Bank

30-day post captions written for all platforms, platform bios for Instagram, Facebook, LinkedIn and TikTok, and curated hashtag sets. Ready to schedule from day one.

DELIVERABLE 04

Photography Shot List

Audit of all existing photo and video assets, mapped to pages and social posts. New shots required clearly listed with brief, composition notes, and usage priority. A production-ready brief for the photographer.

17 / 20

What You Receive

Every deliverable included — no hidden extras, no additional invoices

✓ Brand guidelines document (PDF)
✓ Colour system with print codes (CMYK/RGB/HEX)
✓ Typography system & font licence guide
✓ Visual pattern & element library
✓ Website design — 8-page sitemap
✓ Website wireframes — all 8 pages
✓ Hi-fi web designs — 4 key pages
✓ All website copy — 8 pages, ready to develop
✓ 4 social platform setups (bios, banners, profile images)
✓ 9 Instagram launch posts designed & captioned
✓ 30-day content calendar — all 4 platforms
✓ Social captions, bios & hashtag sets
✓ 5 TikTok video concepts — fully scripted
✓ Price List — print-ready PDF
✓ Clinic Brochure — print-ready PDF
✓ Patient Leaflet — print-ready PDF
✓ Referral Card — print-ready PDF
✓ Company Profile — print-ready PDF
✓ Social Handle Card — print-ready PDF
✓ Photography shot list & asset audit
✓ Brand messaging framework (B2B + B2C)
✓ Final delivery folder — all files organised
18 / 20

Ready to Launch

1
Client approves
this proposal
2
Final copy review
with Sapphire Lab
3
Social pages
go live
4
Website
development begins
5
Print materials
sent to printer

We handle everything from here. Your job is to be ready for new clinic enquiries and patient bookings.

19 / 20
Sapphire Lab

Patient Care from Laboratory to Dental Chair

Prepared By

AFB Marketing Design & Marketing
×
Belsoft Technology Partner

Sapphire Lab  ·  Birmingham, UK  ·  2026

Design & Marketing Enquiries
afbmarketing.com  ·  Contact AFB
Technical & Website Enquiries
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