Lack of strategy and consistency through branding, communication and online channels
Trademark not secured
Objectives
Evolve communication and identity to enhance recognition and create a memorable and engaging brand
Grow and strengthen market positioning and design a distinctive identity to secure trademark
Create greater clarity and process to build a consistent identity
Approach
Strategically, we identified the additional time and specialist care Toowong Orthodontics takes with every client and their passion for transforming lives as key philosophies for the brand. We redefined and strengthened the brand voice externally with the articulation of the Care to Smile promise and internally with the introduction of the brand theme Smile out Loud.
Additionally, a launch and ongoing communication program was developed across different marketing channels e.g. social media, website, promotional products.
Visually, the colour palette was reinvigorated to reflect the clinic refurbishment style and brighten and refresh the brand. A unique brand DNA and typography were developed to create a distinctive figurative mark, allowing Toowong Orthodontics to lodge and secure their trademark.
Outcomes
As a result of implementing the new brand, Toowong Orthodontics have been able to clearly align and articulate their communication and promote a compelling, contemporary brand which cuts through the market.
Toowong Orthodontics have embraced their new brand wholeheartedly and rolled out the new design and collateral through their entire business from signage to promotional collateral.
