We partnered with New Smile to design and develop the brand’s strategy, visuals and verbal identity, providing art direction throughout the process.
We partnered on
Re-brand With practices across the USA, New Smile Dental Studio had already established itself as an industry leader – but with the pace of change accelerating, the brand wanted to reinvent what it meant to be a dental clinic and create a new, welcoming experience for the modern world.
New Smile had noticed
how an influx of tech companies was bringing younger people to its practices, and wanted to create an identity that would appeal to this new clientele without alienating its current audience. The ambition was to redefine what a dental chain is, disassociating from negative connotations and creating a rewarding experience for all age demographics.
We began with a deep dive into the brand and the dental experience more broadly, building an understanding of what causes negative emotions around dentistry, and how these factors can be assuaged.
Using our insights, we worked collaboratively to elevate the brand in a way that would speak to its customers in their own language.
We took inspiration from luxury cosmetics and clothing brands to develop a tone and creative look that would match New Smile’s forward thinking ethos.
Dental Studio are now a brand that customers seek to engage with.
They can move forward with complete confidence – knowing it’s doing everything it can to help its audience emotionally invest in the business and look forward their next visit.