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The story behind our rebranding

Why we chose to rebrand: the story behind White City Dent

When people think of dental clinics, they often picture cold, sterile spaces that feel anything but welcoming. We understand that feeling—because we’ve been there ourselves. Both as patients and as a team dedicated to your oral health, we know how stressful and emotionally overwhelming a dental visit can be.
That’s exactly why we wanted to do things differently. To create something that truly reflects our mission and values. And so, White City Dent was born.

How White City Dent came to be

For us, dentistry isn’t just a profession—it’s a calling.
When we decided to rebrand, we weren’t just looking for a new name or logo. We wanted to craft an identity that genuinely represents who we are: a team of professionals committed to trust, care, and excellence.

White City Dent is more than just a name. It’s a reflection of our philosophy, our daily work with patients, and the safe, supportive environment we strive to create.

Belgrade isn’t just where we’re based—it’s a source of inspiration. A city where tradition meets modern spirit. That same energy is what we aim to capture through our brand. A blend of quality, reliability, and human warmth. Because we know that the most important step in any treatment is the first one: the moment you choose to trust us and walk through our doors.

What has actually changed

For us, rebranding was never just a cosmetic change—it was a chance to express, more clearly than ever, what we stand for.
Trust can’t be claimed—it has to be earned. Through every treatment, every smile, and every honest conversation.

We’ve always been committed to providing high-quality dental care. But now, we wanted our visual identity to reflect that same standard. Every detail was chosen with care—from the name and colours to the symbols that tie us to Belgrade and our values.
It’s more than a visual refresh—it’s an invitation. A message to all our patients that here, you are welcome, safe, and at ease.
Because we’re not doing this to simply look good—we’re doing it so you can feel good.

Our commitment: more than just treatment

To us, every patient is more than a number in a system.
Rebranding inspired us to refine our approach, to make it even more personal, more thoughtful, and more focused on you—your needs, your wishes, your experience.
This isn’t just our job—it’s who we are. And our mission is to make you feel seen, heard, and cared for—every step of the way.

What sets us apart

Dentistry is built on trust. And we take that responsibility seriously—every step is carefully considered, from your very first contact with us to the moment your treatment is complete.

  • Expertise and safety – Our team is constantly advancing, using state-of-the-art technology to deliver efficient, precise, and safe treatment.
  • A human approach – We believe in treating people with respect and empathy. We’re not just here to fix smiles—we’re here to support you on your journey to a smile you’re proud of.
  • Attention to every detail – From the first conversation to your final visit, we’ve designed every part of your experience to be stress-free, comfortable, and positive.
White City Dent – Your destination for the perfect smile

White City Dent isn’t just a new brand. It’s a new chapter, built on the same dedication and care you’ve always known us for.
We’re here to show you that dental care doesn’t have to be intimidating—it can be warm, human, and deeply rooted in trust.

So if you’re looking for more than just a dental service, we invite you to visit us.
Feel the difference.
Let us be your partner on the path to your perfect smile.

Committed to every detail, dedicated to you

Bojana Bartoli

Dental assistant

Bojana Bartoli is a dental assistant with extensive experience in working with patients. She has been part of our team since the very beginning of the practice, and has continuously contributed to the atmosphere of trust, safety, and professionalism that we proudly uphold.

Over the years, Bojana has developed a deep understanding of the importance of quality oral care, as well as the vital role of human support – both for dentists and for each patient individually. Her mission is simple: to create a pleasant and stress-free environment where every patient feels safe, relaxed, and fully cared for.

Sofija Popović

Doctor of Dentistry

Sofija Popović is the youngest member of our team, a doctor of dental medicine with a strong interest in preventive and aesthetic dentistry. During her studies at the Faculty of Dental Medicine, University of Belgrade, she gained solid theoretical knowledge and practical skills through clinical practice, patient work, and participation in professional workshops and seminars.

She is known for her patient and professional approach to patients, attention to detail, and willingness to continuously learn and improve. During her internship, she worked in a dynamic team environment, where she developed communication, organisational, and effective problem-solving skills.

Andrej Santrač

Specialist in Prosthodontics

Andrej Santrač graduated in dentistry in 2020 and completed his specialization in prosthodontics in 2024. Despite his young age, Andrej has already demonstrated a deep understanding of modern approaches in prosthodontics, further enhancing his education through advanced courses and training. He also holds an English language proficiency level of B2 (FCE).

Dušan Milenković

Anesthesiologist

Dr. Dušan Milenković is a specialist in anesthesiology, resuscitation, and intensive care, with extensive experience in all fields of anesthesia and pain management. He graduated from the Faculty of Medicine at the University of Belgrade in 2011 and completed his specialization in anesthesiology in 2019. He is currently pursuing a PhD in physiological sciences at the Faculty of Medicine.

His experience includes working at the Clinical Center of Serbia as a clinical physician, and further specialization at the University Medical Center Hamburg-Eppendorf in Germany. Dušan has received the University of Belgrade’s October Award for outstanding work in medical sciences and biomedical research.

He specializes in anesthesiology, resuscitation, intensive care, and pain management. His research interests include the pathophysiology of hypertensive disorders in pregnancy and neuroendocrinology. His published works include:

  • D. Milenković, M. Misović. The effect of UV-A, UV-B, and UV-C radiation on the cytoskeleton of buccal mucosa epithelial cells. Medicinski Podmladak, 58, 11-16, 2007.

  • D. Milenković, M. Misović. The impact of intracerebroventricular administration of ghrelin on the expression of thermogenin (UCP-1) in brown adipose tissue in rats of different ages. Medicinski Podmladak, 61, 5-11, 2010.

  • Misović M, Milenković D. Short-term exposure to UV-A, UV-B, and UV-C irradiation induces alterations in the cytoskeleton and autophagy in human keratinocytes. Ultrastruct Pathol. 2013;37(4):241-8.

Stefan Radenović

Specialist in Oral Surgery

Dr. Stefan Radenović graduated from the Faculty of Dentistry in Belgrade in 2019, showing exceptional interest in implant-prosthetic rehabilitation during his studies. After graduation, he started working at Dental Core Team in 2021. That same year, he began his specialization in oral surgery, which he successfully completed in 2024.

Stefan has enhanced his skills through advanced training in both Serbia and abroad, focusing particularly on implant-prosthetic therapy for fully edentulous patients, augmentation procedures, and sinus lift surgery. Since 2022, he has been a member of the International Team for Implantology. In his daily practice, he applies the latest techniques in digital dentistry.

Aleksandra Radenović

Specialist in Prosthodontics

Dr. Aleksandra Radenović graduated from the Faculty of Dentistry at the University of Belgrade in 2016. She began her professional career in 2017 at the "Milutin Ivković" Health Center, where she worked until 2020. In 2018, Aleksandra completed six months of advanced training in endodontics, further refining her skills.

She specialized in prosthodontics in 2023 at the Faculty of Dentistry in Belgrade. Dr. Aleksandra is involved in endodontics, prosthodontics, and implantology, providing high-quality dental care while keeping up with the latest trends in modern dentistry.

Marija Savić

Patient Care Manager

Marija graduated from Singidunum University in Belgrade, Faculty of Economics, Tourism and Hospitality Management, and completed her MBA studies at the London School of Commerce, under Cardiff University.

Since the very beginning of our dental practice, Marija has been an essential part of the team. Over the years, she has gained valuable experience working alongside top experts in all fields of dentistry. As the manager for international patients, she is the key person who ensures that the entire treatment journey – from the first consultation to the final procedure – is fully organised, stress-free, and tailored to each patient’s needs.

She is responsible for coordinating the arrival and stay of our international patients. Her role is to listen, clarify any concerns, provide detailed information, and connect patients with the most suitable specialist. Marija speaks English, Italian, Greek and Spanish fluently, ensuring smooth and confident communication with patients from various countries, offering them everything they need – from the first call to their return home with a smile.

Marija says: “I love my job because I have the opportunity to support our patients from the very first contact through the entire process, and to witness how their lives change for the better. It’s an emotional and inspiring experience – helping people achieve their dream smile.”

Dejan Ćetković

Prof. Dr, Specialist in Oral Surgery

Prof. Dr. Dejan Ćetković is one of Serbia’s most respected oral surgeons and implantologists. He graduated from the Faculty of Dentistry in Belgrade in 1999 and completed his specialization in oral surgery in 2003. His doctoral dissertation focused on the "Morphological characteristics of the nutritional canals of the alveolar and palatal processes of the maxilla and their anatomical relationship with the greater palatine artery and nerve."

Dejan has continuously advanced his expertise in Italy, Germany, and Switzerland, training with some of the world’s leading specialists in oral surgery. His extensive experience and surgical precision enable him to provide innovative treatments at the highest standard.

Maja Radunović

Prof. Dr, Specialist in Dental Diseases

Prof. Dr. Maja graduated from the Faculty of Dentistry in Belgrade in 1986 and began her academic career in 1989 at the Clinic for Dental Diseases, where she developed her specialist knowledge through patient care and teaching. She completed her specialization in dental diseases in 1995 and defended her PhD in 2004, focusing on research in dental materials.

Since 2000, Maja has been dedicated to aesthetic dentistry. She has trained in the USA, Germany, and Switzerland, pioneering the use of CAD/CAM technology for dental restorations.

Additionally, Maja is the founder of the Serbian Academy of Aesthetic Dentistry and a lecturer at the Faculty of Dentistry in Pančevo, where she works as an assistant professor. Actively engaged in scientific research, she has published numerous papers, and her monograph is an essential resource for postgraduate students.

Balša Kilibarda

Doctor of Dental Medicine and Oral Surgery Resident

Balša graduated from the Faculty of Dentistry in Belgrade 2020, after which he began his specialization in implantology. He has gained extensive experience in oral surgery, dental disease treatment, anesthesia, and the application of modern technologies in dentistry. Throughout his career, Balša has attended and actively participated in numerous international conferences and seminars.

His approach to dentistry is based on ethics, quality, and continuous improvement, making him a dedicated advocate of lifelong education and innovation in dental practice.