Grinding beans & steaming micro-foam
A world renowned Endodontist with a string of qualifications and fellowships is how we describe this client. He had been based in central Melbourne for 25 years and was renting space in a multi-storey building in St Kilda Road. It was time to move to new improved pastures. He decided on building a modern architecturally designed premises and furnishing it with state-of-the-art equipment and technology.
The back story.
The client requested a meeting after being recommended by an existing client, and outlined his plans for the move and that he envisaged two entities one for the practice and one to hold professional continued education lectures and presentations.
His brief was “When we move location, the company will change it’s name. The new branding should reflect the experience and quality of care that we provide to our patients. I would also like to integrate the look and feel of marketing, presentations, interior design and material finishes of the practice.”
After carrying out the initial research and analysis to determine the strategy, our first task was development of the new company name. The objective was to combine what they do with their philosophy, and so initially to start to differentiate the company from its immediate competition in the naming process.
We had established early on in the project that there were two clients. The business relies on quality referrals from dental practitioners whom prefer to refer patients to a specialist endodontist. Therefore the patient is a client, but the referring dentist is the “real client” as a patient would not be bringing repeat business (hopefully).
We then looked at the existing communication model. It was vital that the communication process changed, so it had the ability to solicit feedback from patients as well as referring dentists. This would allow the client to be responsive and tailor their services and communications to be both successful and cost effective.
The final branding visually was simple, clean and understated. Free of unnecessary graphics we commissioned high quality custom photography to reflect the professionalism and vast experience of the client, and to differentiate them from competitors.
The new branding fits seamlessly with the environment, design and functionality of the clients stunning architecturally designed and customised workspace.
By the way, the reference to grinding beans and steaming micro-foam – is the clients second love – good coffee. On completion of his new premises the client treated himself to a wonderful new La Marzocco espresso machine!
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