New Dental Choice
Challenge More affordable than dental insurance, New Dental Choice offers pre-negotiated discounts that can save customers big with low-cost plans. Established in 2006, New Dental Choice was the first discount dental plan licensed by the State of California. Not surprisingly, the industry has grown and expanded significantly since its inception.
NDC’s previous web and print materials were disjointed with variations in font styles and image treatments. They also used a stock photo of a child missing teeth on everything causing people to assume they specialize in children’s dental health, which is only one facet of their business. Their collateral was further hindered by a trendy color mix of orange + gray; although the color palette is contemporary, it does not convey dentistry. Since the company had already established some visual recognition, they wanted to maintain some of the typographic elements, namely the smile and tagline treatment. Skybox Creative was confident it could remedy the deficiencies with a carefully planned re-branding campaign.
Solution Since the color blue is associated with cleanliness and hygiene, Skybox felt it was an appropriate palette for such a market. Just because it’s blue doesn’t mean it has to be boring - we used a fresh turquoise against a contrasting deep blue as the dominant color scheme. White and a bright green were also used to add a fresh, clean feeling to the materials. A memorable icon was created with a tooth encompassed in the letter “C” to non-verbally communicate “dental choice.” Skybox Creative selected a new font and imagery better suited for the marketing materials. Bright photos and clean lines keep the look crisp and contemporary, while the tagline is prominently displayed: you save. you smile.
Results In order to update NDC’s brand image, everything the well-established company was distributing would have to be redone. Starting with the print collateral, eventually the website and more; New Dental Choice could not be happier with their decision. The company is receiving compliments + praise for the new brand image from dentist offices and NDC members. Since the re-branding, the company has grown in staff and has plans to go national in the near future. New Dental Choice now stands out as the true pioneer they are in the dental discount market.
Testimonial “Skybox Creative has been a great agency to work with - They have delivered cutting edge designs for New Dental Choice under aggressive deadlines and have been able to incorporate our business concepts into design pieces with minimal guidance. I would highly recommend using this agency.”
Steve Palma, Marketing Manager