After 12 years of growth in a blue ocean market, this Dentistry Center decided to refocus the strategy looking for an innovative fast and dynamic approach inside a mall. The brand had to be renewed since the name because of a legal issue so the challenge was to maintain engaged the customers while the business was moving its place and changing the brand name.
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The brand personality was dynamic and modern. The professional reputation wasn't a problem and that gave us freedom to express all the coolness of the brand in the next brand elements.
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The name was born in a co-creation process with the client. He came up with the idea: How many teeth has a healthy mouth? 32. Great! That name had the differentiation we desired among the competitive context and morphology that facilitates memorability in the target.
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The mix of the hand-made work of the dentist with the state-of-the-art technology was the inspiration to make a typography set with a logotype with a script designed font and a grostesque modern complement for the descriptive tagline.
To reinforce positioning and taking advantage of the new brand name, we decided to use the 32 logotype curves as a background. A clean and happy atmosphere.
![](https://cdn.myportfolio.com/566d96416fed56ad7a1998615fa409a4/228d1742-b230-4539-9c39-bcc941942553_rw_1920.jpg?h=1cc7debfed6c30e4f5946ec7317aa7c2)
![](https://cdn.myportfolio.com/566d96416fed56ad7a1998615fa409a4/0b7a8bba-3d3c-4b36-afcd-4c78c47578eb_rw_1200.png?h=9f9c45e85dc5fa80a1268b6c80b2925f)
Design: Carlos Amézquita & Javier Osorio