Client: Carlton Dental Chambers
Project: Brand development
The dental practice required across the board collateral produced, which would differentiate themselves in the market. The main goal of which was to build added value within the brand to support the additional costs associated with private treatment.
The result is the Smile Works, a unique brand within the dental market. The brand is distinguishable both in identity and in how it communicates its core values and represents the practice well which are both friendly, relaxed and professional.
The logo
The key starting point for this project was the logo. After extensive researching it became apparent how other dental practices were communicating their brand. Often the phrase 'dental practice' appeared in the title and most identities appeared cold and clinical.
The client had already discussed the values they wished to portray and so along with the research gathered, we now had a clearly defined direction to take.
The name deliberately omits the words dentist or dentists from the title and isn't location specific. A colour palette was chosen that was warm and inviting and then applied to a logo that had to appeal to an older audience, who were the primary market.
After several bench tests this logo was chosen to represent the Smile Works.
Marketing communications
Working with the client we identified key strategies and the direction the Smile Works promotional material would need to take. The website is content rich and is price transparent, this addressed concerns the public had with dental practices - which were highlighted in a recent report.
The advantages of the private service dominates the homepage messages and so becomes the main selling point, which was specifically required by the client. The site incorporates web traffic analytics to help measure the effectiveness of any future campaigns and as part of the web package we set up a Google ad words campaign and have started to implement ongoing SEO.
Aside from the standard stationary, informational folders and inserts produced as part of the identity, we began to develop the concept 'it's all about the smile'.
This concept was introduced to not only build brand recognition but also to help remove some of the negative connotations people associate with dentists. We hit upon the idea of 'getting people to smile' and the A6 postcard series was the result of this idea.
Testimonial
"The service I received from Début was exceptional. They kept in close contact to ensure any amendments or updates were completed correctly and in a timely manner. The whole process ran smoothly with no problems. I would always recommend Début to friends and colleagues."
Kuldip Singh Gakhal
Principal Dentist - The Smile Works
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