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Concept studyPediatric dentistry · 2026

Every visit is a new chapter.

Gumbee Pediatrics is a children’s dental practice we invented, to show a brand with a very different personality from Halden: warm, playful and made for two audiences at once, the child in the chair and the parent who chose it. Its guide is Pip, a bee who never forgets his gums.

A concept, not a client. The practice, its people, its pledge and its details are invented. “Gumbee Pediatrics” is an invented name.

Feature in this study An on-page guide. Pip flies along as you read and answers questions.

The challenge

Two people decide on a children’s dentist.

  1. The parent chooses.They want someone gentle, close by and easy to book, and they read reviews before they call.
  2. The child decides how it goes.A nervous first visit can make every visit after it harder.
  3. Families drift.The visit six months from now is easy to forget, and easy to book somewhere else.

The ideaThe Brave Book

A storybook that grows one chapter a visit.

Every child gets a little book at their first visit. Each checkup adds a chapter about what happens next, so the next visit already feels familiar. Turn the pages: the story is for the child, the note is for the grown-up.

Chapter 1

Pip meets the big chair.

The chair goes up, and the chair goes down, just like an elevator. Pip rides it twice, just to be sure.

For grown-upsFirst visits are short and slow: a ride in the chair, a gentle look, and time for questions.

Chapter 2

Counting teeth.

One, two, three… Pip counts all twenty little teeth, sitting snug in their pink gums. Every single one gets a hello.

For grown-upsWe check every tooth and the gums around them, explain what we see in plain words, and show you too.

Chapter 3

Hug your gums.

Pip tips his brush toward his gums and goes round in tiny circles, gently, like a hug. Teeth love it. Gums love it more.

For grown-upsWe show children how to brush where teeth meet gums, gently, and every tool is explained before it’s used.

Chapter 4

Brave stickers.

Every brave thing earns a sticker. Four cells are full. Fill all six, and the prize box opens!

For grown-upsStickers for the hard parts, a prize when the honeycomb is full, and a new chapter at every checkup.

Chapter 5

See you in six months!

Pip waves goodbye. The next chapter is already waiting, and it starts with a ride in the big chair.

For grown-upsA friendly text before the next checkup, with a link to pick a time.

Chapter 1 of 5

At homeHug your gums

Brush the teeth. Hug the gums.

The brand’s one habit, taught the same way in the chair, in the Brave Book and on the fridge: brush where teeth meet gums, gently, like a hug.

  1. Tip the brush to the gums.Point the bristles where teeth meet gums.
  2. Tiny gentle circles.Soft and slow, like a hug, not a scrub.
  3. Two minutes, twice a day.Pip hums a song that lasts exactly two minutes.

Identity

Gums and bees, teeth and honeycomb.

Pip: a bee who never forgets his gums. Round, simple, easy for a child to draw.

The mark is a smile: a pink gum line with honeycomb teeth. The name splits the same way, gum and bee.

  • Honey#F2A81E
  • Gum#E4728A
  • Mint#5DBBA2
  • Sky#9FD6EE
  • Lilac#9C86E0
  • Bedtime#24203F

Once upon a checkup…Newsreader italic for the stories, Hanken Grotesk for everything a parent needs to find quickly. Both open-licensed. Every illustration is cut paper: flat colour, soft shadow, a little grain.

The prize boxDentistry, made a game

Fill the honeycomb, open the prize box.

Every brave thing earns a sticker in the Brave Book. Six stickers fill the honeycomb, and the prize box opens. Try it.

  1. First visit
  2. The big chair
  3. Counting teeth
  4. Hugging your gums
  5. An X-ray
  6. See you in six months

0 of 6 stickers.

For grown-upsSmall, steady rewards for the hard parts make the next visit something children look forward to.

Bee kindConcept pledge

Every new smile helps the bees.

For every new family, Gumbee Pediatrics gives to a local honeybee conservation project. In the waiting room, a honeycomb wall fills one cell per family, so children can watch their visit help.

Part of the concept. The practice and its pledge are invented. A real practice would name the project it supports and publish what it gives.

WebsiteFor parents

Built for the parent with a phone in one hand.

  • Book a first visitOn every page, and two taps from anywhere.
  • What to expectThe first visit told step by step, with Pip, so parents can read it to their child the night before.
  • Insurance and paymentPlain answers before the call.
  • For nervous kidsHow visits are paced, and how to prepare at home.

CampaignConcepts

Out in the neighborhood.

Measurement planNo results: the practice is invented

What we would watch.

  1. New familiesFirst visits booked, and where each family found us.
  2. Six-month returnHow many children come back for the next chapter.
  3. ReviewsNew reviews from parents, and what they mention.
  4. Honeycombs filledHow many children fill a sticker sheet, and come back for the next.

Credits

Concept, illustration and design by Golden Hour. The practice, its pledge and its name are fictional. Pip is an original character. Brushing guidance on this page is general and illustrative. Type: Newsreader and Hanken Grotesk, SIL Open Font License.