Progetto 32

Brand identity from logo to full system. The landing page was designed and built end to end. On the platform the work was UX and UI, with development handled by the Shugar Lab dev team.

Progetto 32 is a management platform for dental clinics developed by Shugar Lab. The product itself is now in development. This project is the phase that came before it: finding and signing up the dentists and practices who would get involved early, test assumptions and shape what the software became.

The launch platform is what made that phase possible. It presents the project, gives interested professionals the information they need, and takes them through to pre-adhesion.

The brief was to stay recognisably dental while avoiding the usual tech look that comes with software branding.

We looked for references outside the dental field entirely and adapted them, which is where the mark came from: a tooth whose roots also read as a light bulb filament. Dental and innovation in one shape, without either being stated.

The palette follows the same logic. Orange and black instead of the blues that most clinical software uses, with a rounded geometric typeface and loosely drawn illustrations.

Joining isn't a single decision, it happens in stages: interest, then information, then pre-adhesion. The two parts of the project split along that line. The landing collects interest, and the platform covers the rest.

That's what the private area is built around. It opens with the documentation someone needs while they're still deciding, and it holds the step to pre-adhere when they are. After that it becomes a way to follow the project: the roadmap shows every phase, completed, current and still locked, since each one unlocks when the previous reaches its target number of participants. The current phase stays open and shows how far along it is.

Everyone logged in can see their own position inside that as well: their pre-adhesion contract, their number in the order of sign-ups, and how many participants are still needed for the next phase to open. There's also a referral link that reduces their own fee for each contact they bring in, and a direct line to the team for anything else.