Six ways this could look.
All of them still you.

Six directions, all pointing the same way.

Every one of these leaves the wave shapes, the cartoon elements and the tinted overlays behind. What they lean on instead is the photography, a good deal more space, and type that stays quiet. Understated rather than decorated, which is closer to how the clinic actually looks and feels.

Directions 01 to 05 use the same few topics and the same photographs, so what you are comparing is composition rather than content. Each one holds six different layouts, because a direction is a set of rules rather than a single template. Direction 06 works differently again: a whole feed in one look, shown as twelve posts.

Everything here is a design sample. The layouts are the proposal, the words are placeholder, and some of the images are stand-ins rather than Ellen Stirling patients or clinic photography. Finished posts would use your own photos and approved copy. Click any graphic to open it full size.

First visit

First visit?
Let’s start with
a conversation.

A chance to ask questions and discuss your dental care.

01 · Refined Editorial

Serif, airy, classical.

View all six examples →

First visit

First visit?
Let’s start with
a conversation.

A chance to ask questions and discuss your dental care.

01

02 · Structured Modern

Hairline rules and small type.

View all six examples →

First visit

First visit?
Let’s start with
a conversation.

03 · Natural Photography

Full bleed, no panel.

View all six examples →

First visit

First visit?
Let’s start with
a conversation.

A chance to ask questions and discuss your dental care.

04 · Bold Typographic

Charcoal field, large light type.

View all six examples →

First visit

First visit?
Let’s start with
a conversation.

05 · Documentary Photo Story

Wide margins, framed prints.

View all six examples →

06 · Classy Minimalist

Quiet, spacious and consistent.

View all twelve examples →

Behind the scenes06.1 · 4:5 feed example

Before and after06.2 · 4:5 feed example · layout placeholder

First visit06.3 · 4:5 feed example

Mouth guards06.4 · 4:5 feed example

Smile detail06.5 · 4:5 feed example

The team06.6 · 4:5 feed example

Opening hours06.7 · 4:5 feed example

What a clean involves06.8 · 4:5 feed example

What happens at an appointment06.9 · 4:5 feed example

Clear aligners06.10 · 4:5 feed example · product image is a stand-in

Payment options06.11 · 4:5 feed example

Families06.12 · 4:5 feed example

These twelve are design samples, not finished posts. They exist to show the layout system and the feed rhythm. The copy is placeholder, and while several use real clinic photography, others use stand-in images rather than Ellen Stirling patients. Nothing here has been approved for posting.

06.2 in particular shows the before and after layout only. A live version needs two unedited photographs of the same patient taken in matching conditions, the treatment named, the timeframe shown, and written patient consent on file.

What changes between the six?

Where the feed sits today.

Worth putting side by side. Plenty of it is already working, and the clinical results and the reels are the strongest things on the account. What changes is the layer we have been putting on top of them. The curved wave shapes, the cartoon-style illustrations and the tinted washes over photographs have had their run, and all three are being retired. The six directions above are built the other way around: quieter, more considered, and closer to how the clinic itself looks when you walk in.

Staying

Real clinical photography. The team on camera. A willingness to be informal in a reel. Those are the hardest things to manufacture and none of them change.

Going

The wave and blob shapes, the cut-out figures floating on them, the mint wash over skin tones, anything cartoon-drawn, anything AI-generated or AI-altered, and headlines set heavy enough to fight the photograph behind them.

Arriving

One consistent photo grade across every post, a proper crop for each format, generous margins, and type small enough to feel deliberate while still reading on a phone. Sleeker, and a good deal more premium.