Paid Social Creative Brief | Client Request | 18 August 2026

West Perth Dental Centre - Your Check-up, Your Care, Your Dentist

Create one WPDC-branded Meta ad creative based on Dr Michael's mock-up direction, with the mock-up used as visual inspiration only. The final creative should feel calm, local, professional and patient-friendly, while reinforcing continuity of care and personalised appointments with a familiar dental team.

Campaign SetupTraffic and Lead Generation support

Production Mix1 static ad creative, with optional 4:5 and square exports

FormatMeta feed creative, 1080 x 1350 primary, 1080 x 1080 secondary

Request Context

Client request: Create a new WPDC social media ad creative around patients having consistent, personalised care with their preferred dentist, rather than feeling like they are seeing whoever is available.
Required message: Highlight "Your Check-up, Your Care, Your Dentist" and the client-requested Australian-trained dentist trust cue, using careful wording because the current public team page also lists a UK-trained dentist.
Important distinction: The attached client mock-up is a visual reference, not final approved copy or layout. Use the spirit of the idea, but rebuild it in WPDC's own branding and AHPRA-safe style.
Research check: WPDC's current public site lists Dr Michael Wu and Dr Ella Chen as University of Western Australia Doctor of Dental Medicine graduates, while Dr Harriet Thomas is listed as UK-trained. Because of that, do not use "all treatments are provided by Australian-trained dentists" as a blanket claim unless the clinic confirms it is accurate for the current team and all advertised services.
Creative quantity decision: One creative is appropriate for this task because the client requested a specific ad creative based on one mock-up and one message. Create size exports from the same concept rather than developing unrelated angles.

Creative Calendar

Date	Time	#	Title	Content Theme	Persona	Topic / Graphic Idea	Format	Visual Style	CTA / Footer Copy	Campaign Objective
To schedule	To schedule	1	Your Check-up, Your Care, Your Dentist	Continuity of care and preferred dentist familiarity	West Perth patients who value seeing a familiar dentist and want a calm, personalised appointment experience.	Position WPDC as a local practice where patients can feel known by the team and talk through their care with a dentist.	Static ad creative	Warm premium team-led graphic with WPDC logo top-left, large three-line headline, right-side dentist/team image and lower proof-point band.	Book an appointment with the team	Traffic / Lead Gen

Detailed Creative Brief

1. Your Check-up, Your Care, Your Dentist

Traffic / Lead GenStatic GraphicGeneral Dentistry

Project / Clinic	West Perth Dental Centre, 39 Colin Street, West Perth WA 6005.
Objective	Encourage local patients to book or enquire by making WPDC feel familiar, steady and personal. The creative should reassure patients that their appointment is not just a transaction, but part of ongoing care with a team who can get to know them.
Target Audience	West Perth professionals, local residents, families, delayed dental patients and nervous patients who prefer seeing a familiar dentist or team for routine care and dental concerns.
Dental Treatment / Service Focus	General dentistry, check-ups and ongoing dental care. This can also support broader enquiry pathways, but should not read as a cosmetic transformation or treatment-result ad.
Core Message	Patients can speak with WPDC about personalised dental care and, where possible, seeing a familiar dentist who understands their history, needs and preferences.
Format / Dimensions	Primary export: 1080 x 1350 px portrait for Meta feed. Secondary export: 1080 x 1080 px square if needed. Keep all essential text, logo and contact details at least 80 px from the canvas edge. Do not place key text over faces, busy backgrounds or curved crop edges.
Main Copy	Your Check-up, Your Care, Your Dentist
Words To Highlight	Check-up, Care, Dentist. Use WPDC dark green for "Check-up" and "Dentist", with warm gold emphasis on "Care". Keep the headline in Title Case with no emojis.
Body Copy	Personalised dental care in West Perth.
Proof Points	Continuity of care Personalised appointments Australian-trained dentists available
On-Graphic Footer Line	Book an appointment with the team.
CTA / Next Step	Book an appointment.
Visual Style	Clean, calm and local. Use WPDC dark green, warm gold, cream and white. Use high contrast between text and background. Keep the design premium but practical, with fewer elements than the mock-up and a clear mobile-first reading order.
Creative Direction	Use the supplied mock-up as inspiration for the broad structure, then simplify. Recommended portrait layout: top 15% logo and brand area; middle 55% split composition with headline on the left and dentist/team image on the right; lower 20% proof-point band; bottom 10% contact/CTA footer. Keep the headline as the largest element. Use 3 proof points in one row with thin gold dividers or small line icons. Footer should use plain text only, not a button.
Logo Placement	Place the WPDC logo in the top-left on a cream or white area. Keep clear space around the logo equal to at least the height of the "W" in the logo mark. Do not place the logo over the dentist/team photo.
Typography Direction	Use WPDC's approved brand fonts if available. If the designer does not have the exact font, use a clean condensed sans-serif for the headline and a simple readable sans-serif for body/proof/footer text. Avoid script fonts, decorative fonts and mixing more than two typefaces.
Image Direction	First preference: approved WPDC team or dentist photo with warm expression, scrub/uniform presentation and visible eye contact. Second preference: approved clinic interior or reception photo paired with a smaller dentist/team crop. Stock image fallback only if no clinic assets are available: use a realistic Australian dental team or consultation image, no AI-looking faces, no exaggerated smiles, no treatment close-ups and no before/after-style imagery.
Required Assets	WPDC logo file from 01 - Brand Assets, approved team or dentist photo, phone number, website, address, visual mockup PNG/HTML from the visual-mockups folder, and confirmation of whether Dr Michael or the wider team should be featured. If no team photo is supplied, flag this before design rather than using generic stock without approval.
Contact Details	Phone: 08 9321 6928. Website: wperthdental.com.au. Address: 39 Colin Street, West Perth WA 6005.

Australian-trained wording: Use the selected on-graphic proof point "Australian-trained dentists available" unless the clinic confirms a stronger claim. This keeps the client's requested trust cue while avoiding the unverified blanket statement that all treatments are provided by Australian-trained dentists.

AHPRA Note: Keep this as a continuity and personalised-care message. Do not imply guaranteed access to one specific dentist every time, guaranteed outcomes, superiority, or universal suitability. Avoid testimonials, fear, pressure, and treatment-result claims.

Client Mock-up Reference

Client supplied mock-up reference for WPDC creative

Use this as the original client reference only. It captures the requested concept: a large headline, team-led visual, continuity/personalised care messaging, Australian-trained dentist trust cue, and WPDC-style green/gold palette.

Open client mock-up

Follow From Reference	The core message, team-led feel, green/gold palette direction, large headline hierarchy, and the idea of showing continuity of care with a preferred dentist/team.
Do Not Copy Directly	Do not copy the layout exactly. Do not use the unverified blanket statement "All treatments are done by Australian Trained Dentists" unless the clinic confirms it is accurate. Do not use broad outcome-led phrases such as "Prevent, restore and enhance your smile" in the final ad.
Safer Adaptation	Use the approved brief wording: "Australian-trained dentists available" and keep the proof points as "Continuity of care", "Personalised appointments" and "Australian-trained dentists available".
Designer Note	The final creative should feel cleaner, less crowded and more mobile-readable than the client mock-up, while still preserving the client's intended direction.

Selected On-Graphic Copy

Use This Copy Only Headline: Your Check-up, Your Care, Your Dentist
Body: Personalised dental care in West Perth.
Proof points: Continuity of care | Personalised appointments | Australian-trained dentists available
Footer: Book an appointment with the team.

SOP note: WH-question hooks are usually preferred, but the SOP allows a strong statement or emotional hook where it suits the post. This creative should keep the client's exact headline because it is the approved central message and is short, audience-focused and hook-driven.

Visual Mockup Reference

WPDC Your Check-up, Your Care, Your Dentist visual mockup

Use this mockup as the primary layout and hierarchy reference. It shows the intended portrait composition, WPDC colour balance, headline scale, right-side team image area, lower proof-point band, and plain footer CTA/contact treatment.

Open PNG mockup Open HTML mockup

Follow From Mockup	Overall structure, mobile-first hierarchy, cream/white left text field, team image on the right, deep green proof band, warm gold emphasis on "Your Care", and plain footer CTA/contact line.
Do Not Use As Final	The AI-generated team photo is a visual reference only. Replace with approved WPDC team photography if available. Rebuild all text, icons and logo manually in Canva, Figma or Adobe for crisp final export.
Final Asset Polish	Use a clean logo-only file and make sure the logo is readable at feed size. Consider a credentials/team icon instead of a tooth icon for "Australian-trained dentists available". Check that footer contact details remain legible on mobile.
Approval Note	If approved WPDC team photography is not available, seek approval before using stock or AI-generated people in the final creative.

Platform Caption Bank

Captions are written as unique platform options and should complement the graphic without repeating every word on the creative.

Facebook

If you prefer seeing a familiar dental team, you are not alone. Many patients feel more comfortable when their dentist understands their history, concerns and what matters to them.

At West Perth Dental Centre, you can speak with the team about personalised dental care close to home or work in West Perth.

CTA: Book an appointment with the team.

Instagram

Your check-up should feel clear, calm and personal.

For patients who like seeing a familiar team, West Perth Dental Centre offers general dental care in a warm local setting.

CTA: Visit the link in our bio to book an appointment.

Google Business Profile

Looking for a dentist in West Perth? West Perth Dental Centre provides general dental care for local patients, professionals and families from our clinic on Colin Street.

If you would like to discuss your next check-up or dental concern, speak with the team about booking an appointment.

CTA: Book online below.

Designer Notes

Element	Direction	Avoid
Headline	Make the three-line headline the visual anchor. Minimum recommended headline height: around 35-42% of the canvas height in portrait. Keep line breaks exactly as supplied.	Over-compressing the headline, using more than two font weights or placing the headline over a busy photo.
Image	Use approved WPDC team/dentist imagery if available. Crop from mid-torso upward with faces visible. Keep face area clear of copy, icons and curved overlays.	Generic stock-photo look, AI-looking faces, clinical close-ups, open-mouth treatment imagery or overly polished transformation imagery.
Proof points	Use 3 short care points with simple icons or thin dividers: Continuity of care, Personalised appointments, Australian-trained dentists available. Keep each proof point to 1-2 lines on mobile.	Too many icons, long explanations, clinical claims or making the proof points compete with the headline.
CTA	Use as plain footer text only: "Book an appointment with the team." Place near the contact details in the bottom band.	Fake clickable button shapes, pill CTAs, "tap here" style design or button-like rounded rectangles.
Compliance	Keep copy focused on personalised care and appointment familiarity.	Promises that patients will always see one specific dentist, claims of better results, or unconfirmed Australian-trained wording.
Mobile Readability	Check at phone preview size before export. Headline, proof points, phone number and website must be readable without zooming. Reduce decorative elements before reducing text size.	Small footer type, crowded proof icons or placing contact details too close to the edge.

Research And SOP Checks

WPDC team-page check: Current public WPDC pages support that some dentists are Australian-trained, including UWA-trained dentists, but also list a UK-trained dentist. This is why the final on-graphic copy uses "Australian-trained dentists available" rather than "all treatments are provided by Australian-trained dentists". Source: WPDC Meet The Team.
AHPRA check: Advertising must avoid misleading claims, testimonials, unreasonable expectations of beneficial treatment, and unnecessary or indiscriminate use of regulated health services. Source: Ahpra advertising requirements summary.
Meta creative check: Creative testing can be useful, but this client request is for one specific mock-up-led creative. If testing is later required, create a separate second variation with only one variable changed. Source: Meta photo ads guidance.
SOP check: The selected headline is Title Case, short, hook-driven and audience-focused. The body copy is short and directly supports the headline. The static graphic includes a CTA.

Final Approval Checklist

The creative follows the client's requested theme while using the supplied mock-up as inspiration only.
The message is focused on one clear idea: continuity and personalised care with a familiar team.
Copy uses natural Australian English and a calm, reassuring tone.
No guarantees, superiority claims, testimonials, fear pressure or treatment-result promises are included.
No fake clickable button CTAs are used on the graphic.
The Australian-trained dentists claim has been made safer by using "Australian-trained dentists available" rather than an unverified blanket treatment claim.
The creative supports the current paid ads direction for Traffic and Lead Generation.