Whimsical Rebrand for Family Dental Practice

After 30 years in business, the family-owned dental practice Affiliated Dental Specialists (ADS) was stunted by low media visibility, a struggling brand image and a mismatched logo.

The company sought to align its brand identity with its core values: authentic people providing efficient, quality care to the San Diego coastal community.

ADS’s differentiator was that their dentists got to know patients beyond the bodies in the chair to provide the best possible experience – but the company needed a way to convey that passion to the public.

Our team rebranded ADS as Great Smiles, introducing a new brand spirit that we emphasized with signage informed by strategic community, media and social media outreach.

To underscore the brand’s whimsical and friendly personality, we crafted a sea creature-themed visual identity that we supported through philanthropic initiatives, including a holiday toy drive and volunteer program to bring “great smiles” to sick children.

We secured widespread press coverage for these philanthropic efforts, which helped position Great Smiles as a community-minded provider. We also expanded Great Smiles’s social media channels to target San Diego coastal families and strengthen its presence in the local community.

The high-end, family-friendly brand better connected with the provider’s target audience and produced numerous measurable results, including…

• A successful new location launched in Carlsbad
• A 1600% increase in media coverage, with print circulation topping 345,000
• Digital PR impressions surpassing 842,500
• 300% increase in social media followers
• 78% increase in engagement
• 353% increase in Yelp traffic

Learn more at www.greatsmiles.org.