A Richmond family-first dental clinic styled like an editorial magazine spread. Liquid-dust gradients, glassmorphism, Instrument Serif headlines. CDCP-accepting, Invisalign Platinum, same-day emergency. Calm, parental, never clinical-cold or cosmetic-pushy.
Most BC dental sites split into two camps. Either the cosmetic-pushy "Hollywood smile" register with stock close-ups of teeth, or the corporate-medical look that says nothing about the people actually doing the work. Shoreline walks the third path — a small Richmond family practice written like a front-desk lead who is also a parent. Informed, kind, never patronising.
The signature is a "Liquid Dust" gradient — deep ocean fading into mist cyan, with a 3-5% grain noise overlay that gives the page a tactile, almost-printed feel. Glassmorphism cards float on top. Instrument Serif headlines do the rest. The result reads like an editorial magazine spread, not a clinic brochure.
Independent family + cosmetic dental clinics in BC, 2-6 dentists, Invisalign-capable. Practices that book parents-and-kids together, accept CDCP, and want a website that signals premium-mid without looking corporate-medical or cutesy-pediatric. Owner-dentists who care about how a first-time visitor reads the page on a phone before they call.
Dental is one of the highest-CPC local search categories in BC and one of the most templated. A family practice that wants to charge $4,500-$7,500 for an Invisalign plan needs a site that reads premium without reading clinical-cold. This concept shows what that looks like.
Hero uses a "Liquid Dust" treatment — deep ocean to mist cyan gradient with 3-5% grain noise, soft directional flow. Without grain it reads generic-medical-blue; with grain it has tactile editorial feel.
Glass cards over the gradient — rgba(255,255,255,0.70) + 20px backdrop blur + 1px inset white border at 30% opacity. Used on the hero photo card, the video band, and the reviews carousel.
Instrument Serif 400 for headlines + Inter 400/500 for body. The serif on top of liquid dust gradient is the signature.
Coral alert red used for one thing only — same-day emergency callout. Max two uses per page, never a generic CTA colour.
Every credential, review, dentist name, and Invisalign Platinum mark labelled "Sample" so nobody mistakes the concept for a real Richmond clinic.
Phone number tabular-numeral spaced as 604 · 555 · 0100 — reads like a card on a fridge, not a marketing CTA.
Mobile nav opens as a slide-over panel with phone + book CTA pinned at the bottom — not a basic dropdown.
Hero leads with a parent-and-child reception photo (a Flow video would have refused minors), so the emotional anchor stays a still photograph and the motion lives in the inside-the-practice video band.
Vanilla HTML + hand-written CSS + lightweight JS (mobile nav, accordion, video). Inter + Instrument Serif via Google Fonts. Lucide stroke icons inlined at 1.5px. Site assets all converted to WebP, video re-encoded H.264 CRF 28 muted. Total page weight under 900 KB. No tracking, no analytics, no third-party embeds.
A concept site isn’t the finish line — it’s the starting frame. These are the real-client shifts we’d make on day one of a paid engagement.
Custom-coded for speed, WordPress or Wix if that fits better. We meet you where you are.
Or call 250-271-7055 — sometimes it’s faster to just talk.
