Originally Dawley Dental Practice wanted to brand the orthodontic side of their service, an area the practice owner specialised in.
After a review of the competition and an audit of the current brand it was suggested that a more holistic approach be used and develop a brand identity for the whole practice.
The next step was to research audience perception of the industry and their relationship with issues surrounding the NHS and private aspects of dentistry. Using both local patient questionnaires and national reports we formed a coherent picture of what a truly user centered practice should be about. This allowed key issues to be identified and made it possible for the marketing manager to put in place some solid objectives.
Brand Identity
This was more than just a visually aesthetic project. It was realised early on that internal communication with staff was important to make a cultural shift within the practice and by extension with that of the patient.
The fundamental statement at the center of the project is, “everybody receives the same level of service whether they’re NHS or Private patients”.
Logo
For the logo we now had a definite direction for the design:
- Non-location specific
- Move away from a ‘clinical feel’
- Appeal to an older audience
- Homely
- Professional
The resulting three concepts were bench tested and a final design chosen and refined to what you see now.
The remaining marketing collateral was then produced, website, patient packs, mailers, uniforms, internal signage, flyers, poster and a host of other items both for general use and for a planned launch party.
