Smile Genius
A dental brand's website designed and built in Framer, where the motion, graphics and visual direction carry a story the client's own team wrote.
Overview
Smile Genius is a dental and oral health brand. The engagement ran through Gráinne, the client side contact in Ireland, working alongside the founders and their internal team.
Shammas Anwer designed and developed the site in Framer, owning the motion, the graphics and the overall visual direction, and carrying it from art direction through to a live website.
The words were not his. Copy and messaging were written by Gráinne and the founders, and the brand's own web and product designer adjusted colours after handover. This page describes the part the studio did and stops there.
Approach
Motion as the argument, not the decoration. The visual storytelling across the pages runs on animation and graphics rather than sitting on top of finished pages. That was the part of the site the studio owned outright.
Design and development in the same pair of hands. The site went from visual direction to a live Framer build with no handoff in between, which is why the motion reached production intact instead of being simplified to suit someone else's implementation.
Draw the credit line before publishing anything. When the project was first written up as a portfolio piece, the client asked that the copywriting credit, the value figures shown on the site, and any framing implying the whole site was the studio's work all come out. She was right on each count: the words were hers and the founders', and the brand's own designer had changed colours after handover. The claims were removed, the write up was revised, and she confirmed the corrected version. That exchange is why this page claims what it claims and nothing more.
Design
Motion, graphics and the overall visual direction were the studio's work. Animation carries the storytelling across the pages rather than ornamenting them.
The live site now runs the brand's newer palette. That rebrand was rolled out by Smile Genius after handover, and their internal web and product designer made the colour changes.
Build
Designed and developed in Framer by Shammas Anwer, from visual direction through to the live site.
Copy and messaging came from the client side, written by Gráinne and the founders. The value figures displayed on the site are the brand's own product claims and are not presented here as results of this build.
Outcome
The site is live at smilegeniusdental.com and had been running for several months by May 2026.
Smile Genius has since rolled out a rebrand, with the new palette in use across the live site and the brand's social channels.
Nipun Kathuria, co-founder and chief executive, left a public recommendation in August 2026. Gráinne, the client side contact throughout the project, has separately recommended the studio's Framer work.
No traffic, enquiry or conversion figures are published here. The figures shown on the client's own site belong to their product and are not outcomes of this build.
Key takeaways
- Say what you did and not a word past it. The client asked for three claims to come out of the write up and she was right on all three. Correcting it cost nothing next to the relationship it protected.
- Motion survives better when the person designing it also builds it. Nothing had to be simplified to get through a handoff to another developer.
- A brand keeps moving after you leave. The colours on this site changed after handover, which is a good reason to describe a contribution by what it actually was rather than by what the site looks like today.
See it in the browser
The finished site is live. Open it and judge the work in its real context.
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