Branding
The journey of this business began with the paintbrushes of our designers, or more precisely, with the development of the logo and corporate colors. In the brand book, we worked out a complete visualization of all possible aspects of this brand: the exterior of the dentistry, commercials for broadcast on city screens, and the design of flagpoles on nearby streets, and this is just the beginning. All printed materials, merchandise, business cards, and forms — we knew how it would look like long before the first builders started working on the dental office.
Moreover, the customer approved each design unit not just in a virtual mode but got cups, certificates, flags, and all other delights in his hands to evaluate their actual appearance from his client's perspective.
Strategy
- But before the branding work started, a strategy was born by itself. We did commercial research in which we studied the target audience and local and price competitors of future dentistry. We helped the customer identify the right pricing strategy. We learned the traffic near the location, both vehicle and pedestrian, to appropriately place outdoor advertising. This also helped in developing CJM for each of the target audience portraits. The right plan for social media was also a significant part of the overall strategy: from the use of corporate colors to the brand voice.
SMM
The entire SMM strategy was to strictly follow all the guidelines that we had set for ourselves in the brand development strategy. It often happens that these two strategies are developed by different vendors, and almost always the implementation of the SMM strategy has little to do with the main one. That's why we made a promise to ourselves that this project would be a perfect combination, and we would do everything 1000%. We also organized a staff training course on how to work properly, with detailed instructions and comment moderation. This is the brand's face, and it has to be attractive, competent and friendly!
Production
- Through production, we showed the clinic's expertise and all the strengths that make it stand out from local competitors quickly and efficiently. We showed the broadest range of services, which gives the client an understanding of the clinic's multiprofile and ability to solve any problem. The project's main task was to show the residents of the residential area dentistry, introduce it visually and make them want to get acquainted with it in person. The second task, but not the least important, was pediatric dentistry. Sedation technology is not typical for peripheral clinics; it is more often the prerogative of large dental centers, so for Saltovka district, the availability of such a specialized children's service was a very long-awaited and significant event.
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