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Creating a modern brand for a modern practiceA dental centre has to overcome an element that very few businesses do: fear. As a general rule, not a lot of people want to visit a dentist. And if the branding looks dated and dull, potential clients will make a snap judgment without a second thought. Recently Brand iD partnered with Paltoglou Dental Centre to update their existing brand – with fantastic results.
The back story. A long established and successful dental practice based minutes from the Melbourne CBD. The centre has grown into a thriving business employing 12 full-time staff members. Over the last two decades the centre had built a strong reputation for high-quality dentistry, with the staff providing uncompromising client care in a relaxed and positive environment. The brief. The problem was that the existing branding was outdated and didn’t accurately reflect the modern, forward-thinking approach of the practice. There was very little point in Paltoglou Dental Centre going to great lengths to up-skill long serving staff and provide a superior service if potential customers were turned off by the business’s branding. The solution. The first stage of our work involved a period of intense research and analysis to help us and the client understand the direction the branding required. Then we moved onto the next stage, where we worked closely to develop a brand strategy that would reflect the current business and the plans for the practice projected over a period of seven to ten years into the future. Together, we determined that the brief would be to create a new brand that was pure and simple, with a modern approach that reflected the attention to detail and professionalism of the practice. The following stages, were all to do with visual design, conceptualisation, creation and style of the new brand. And finally developing a range of applications to reflect the new direction and assist in delivering the message. The result. Brand iD created an updated brand identity that is both contemporary and minimalist. The new brand mark is strong enough to stand alone without further embellishment, and fits seamlessly with the existing exterior architecture and clean interior design. The communication materials that we created feature a design balancing well written copy with white space and the use of high-quality imagery. All of these elements assist the viewer to focus on the new brand and the updated marketing message. The new identity that we created conveys a positive and professional image that now provides an accurate reflection of the business and its commitment to thorough training of staff and high quality service. Client Quote“We felt that our existing branding no longer reflected the direction we wanted to take the business. Brand iD worked with us to create a new brand and identity for our company which has enabled us to better position the practice with our target market. As a result we are now well placed for future expansion.” |
