The Dentists Group

Challenge

Create a complete brand refresh and a customer-centric creative strategy that feels authentically friendly and looks distinctive in a competitive category.

Brand & Creative Strategy Summary

Generating a consistent visual identity and brand codes was crucial to transmit the correct audience associations.

Then, the creative strategy was in charge of translating the value proposition cleverly & clearly - from the lens of the customer.

Feeding the insights from the customer research, their pains and gains and motivations, it was clear that they were not much interested in seeing an awful rotten tooth or a perfect supermodel smile to book an appointment.

The audience is more open to seeing ordinary moments/ people -just like them- and clever/friendly ways to remind them about the importance of oral health.

The creative strategy for all the brand content in the next two years must follow this premise:

It's not about showcasing "tooth issues"; it's about highlighting the critical role that our mouth plays in our daily lives. Laughing, eating, talking, kissing, breathing… It's vital.

My Role

Creative Strategist Lead + Idea & Execution