The goal was to reassure customers and create a better overall experience when interacting with the brand and business. When Joe took over Ham Dental Practice in 2018, he knew he wanted to create a better patient experience externally and internally.
With patient visits and surveys dropping alarmingly, Joe approached us to help give the practice a strategy and design makeover. We collaborated on what we dubbed internally as "Operation: Taking The Fear Out of Going To The Dentist."
We looked at the customer journey and realised that it all started with the messaging behind the business. The old messaging was about a convey belt of customers, a true in-and-out experience that added to customer dissatisfaction in the practice.
We needed to get new and old patience on-side with the new ownership mission, so we brainstormed with the Ham Dental Practice team to figure out what the business meant to them and the underlying comment we got was "Customer Care" and "Great Services."
This mantra was our silver bullet for the rebranding of Ham Dental Practice.
We paired a simple Heart icon to represent "Customer care" with a tooth icon to represent "Great services". We complemented this joint icon with a sans serif typeface to bring it into the 21st century and create a modern feel.
We then created a library of icons to be used internally and externally in practice to help better communicate the brand's message, along with various marketing materials.
We continue to work with Joe and his team to ensure consistency across all current and future brand touchpoints.