Traditional visual identification - tooth, green/blue "medical" color - loses its value because the main channel of modern dentistry (except for personal recommendations) is the Internet and there is no one especially to attract from the street. Therefore, it is possible and necessary to make a distance from the traditional visual style for medical companies. And although health is not a field for games, looking from the peculiarities of the business itself, and not the peculiarities of the market, opens up completely different dimensions for creativity.