123 Dentist : Launching a National Brand

About the Project

All the stores was along one street. They had white domestic awnings in front, and the country people hitched their horses to the awning-posts. There was empty drygoods boxes under the awnings, and l

The West Coast Dental Clinics were small collective of dental practices that were growing but had a great opportunity to consolidate their purchasing power. While they had an identity in place it didn’t resonate with the public.

I rebranded them under an umbrella that was easy to remember for potential patients and also spoke to community involvement. With fully vinyl wrapped cars and a van creating awareness in the neighborhoods, radio and tv commercials on air and staff donating time to food shelters they have really been able to gain traction with the public. In the 3 years that I had been working with them they have grown from 7 to over 60 practices, creating the largest dental network in BC.

La Vita Dental was eager to connect with the younger demographic in Kitsilano. They had tried in the past to use a web presence that focussed on the expertise of the doctors but it seemed to get lost in the noise of rest of the typical dental sites. They wanted a site that would standout, make an impression and pique the interest of the neighbourhood.

To develop a creative direction successfully, I made a very conscious effort to speak directly to the desires of neighbourhood of Kitsilano. In researching the target audience, I had revealed that the people of this neighborhood make a conscious choice to live here in part because of its close proximity to all the wonderful amenities that Vancouver has to offer and more importantly are willing to pay a premium for it. With this in hand I developed persona for the site and instead of designing around the dentist instead focussed on the lifestyle and life choices that this group that makes.