A new practice that needed more than a website
Dr. Ellen Gould founded a specialist dental radiology practice. It needed to earn the trust of referring dentists, and give them a simple way to create an account, submit cases, receive updates and pay online.
We built the practice’s digital foundation from scratch: the brand, the public website, a customized client portal, the referral experience, the payment flow and the guides to run it.
Credible on day one, simple for busy dentists
The audience was specific: referring dentists and dental offices. The project had to do two things at once.
- Look established. A polished brand and website that make Dr. Gould’s specialist expertise clear.
- Make referring easy. A client experience where submitting a radiology case is straightforward.
Instead of a website and a portal as separate pieces, it had to feel like one practice.
A clinical identity that doesn’t feel cold
Early concepts tried heavier, more literal radiology treatments. Round by round, the identity moved to something lighter: a refined blue, generous white space, and a cleaner hierarchy between Gould and Oral & Maxillofacial Radiology.
Bold capitals in black 
Mixed case, black 
Stacked, black 
Stacked, blue
- Gould blue#6699C2
- Mint white#F0FFFE
- White#FFFFFF
- Ink#1A1A1A
Gotham Rounded in Book and Light, for a modern, readable tone.
Light, refined and specialist-led
Dr. Gould asked for a light, airy site with white space, blue accents, modern type and subtle movement. We used restraint rather than medical graphics.
- White space
- Room to breathe, so clinical information is easy to scan.
- Blue accents
- Clinical and trustworthy without feeling corporate.
- Clean typography
- Readable, with a modern personality.
- Subtle motion
- Soft wave patterns add depth without distraction.
- Consistent imagery
- Line illustrations tied to radiology, not stock healthcare photos.
A website designed around the referring dentist
Built for dental professionals, not patients. Every page answers what a referring dentist needs quickly: who Dr. Gould is, what she offers, and how to submit a case.
The copy was built around one idea: radiologic clarity, delivered by a specialist. The Contact page keeps general questions apart from clinical cases, which go through the secure portal.
The specialist behind the brand
The About page introduces Dr. Gould as a board-certified oral and maxillofacial radiologist, with her UCLA residency, UNC training, professional memberships and her approach to reporting.
It keeps the focus on expertise while still making the practice feel personal.
From website visitor to referring client
The website and portal work as one path. A dentist moves from learning about the practice to submitting a case without thinking about the technology behind it.
- Discover Gould Radiology
- Review services
- Create an account
- Log in to the portal
- Submit an interpretation request
- Receive updates
- Access cases and billing
A portal that speaks radiology
The client side uses the practice’s own language: interpretation requests and cases, not generic projects.
Referring offices create and activate an account, sign in, submit requests with the clinical details and imaging, follow their cases, receive updates, and view and pay invoices.
The interpretation request
The case form collects what Dr. Gould needs to start a review, while staying manageable for the referring office: office and dentist details, patient and study information, region of interest, clinical indication and history, the requested service, comparison or implant requests, and supporting files.
We refined the questions, wording and order over several rounds until they matched how Dr. Gould wanted cases submitted.
One practice, from website to portal
The same logo, colors, wording, buttons and email language run through both, so the portal feels like part of Gould Radiology rather than a separate software product.
Billing and online payments
Referring offices see their invoices in the portal and pay online, instead of coordinating payments by hand. We connected Stripe and tested the payment journey before handover.
Tested as a real referring office
Before handover we used test accounts to go through registration, sign-in, requests, emails, cases, invoices, payment, links and contact forms.
- Account created
- Request submitted
- Case accessible
- Invoice received
- Payment tested
Handed over with confidence
Dr. Gould received walkthroughs, video instructions, workflow guidance and downloadable PDF guides, so she can run the system on her own.
Kept working after launch
When SuiteDash later changed how requests and invoices worked, we retested the workflow, found the updated method and sent new instructions.
- Launch
- Support
- Platform update
- Workflow updated
One brand. One website. One referral experience.
Gould Oral & Maxillofacial Radiology launched with a connected digital foundation instead of a set of separate tools.
- Brand identity
- A professional visual system designed around Dr. Gould’s specialist practice.
- Website
- A modern, referral-focused website built for dental professionals.
- Client portal
- One place for referring offices to submit requests, follow cases and manage billing.
- Digital referral process
- A clear path from account creation to radiology case submission.
- Online payments
- Invoices in the portal, paid online through Stripe.
- Training & support
- Guides and walkthroughs so Dr. Gould can run the system with confidence.
Jonna and her team helped me develop my company's logo and brand identity, design and build my business website, and create a customized SuiteDash portal tailored to the unique needs of my radiology practice. The quality of her work exceeded my expectations at every stage of the process!
Starting a practice, or rebuilding one?
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