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DentaQuest, a mission-driven oral health organization serving more than 27 million people nationwide, needed to develop a corporate brand and identity that conveyed its uniquely holistic perspective and help the organization deliver on both business and social impact objectives. They tasked Lippincott with developing a brand platform on which to anchor the company and its subsidiaries. Our goal? Develop a roadmap for DentaQuest to become a leading voice in oral health.
To inform the new brand platform, we first looked inward to understand their stakeholders’ perceptions of DentaQuest and its brand opportunity.
They articulated the opportunity to be bolder and more visionary, communicating the desire the change and disrupt the industry. This aspirational mindset demonstrated that a more emotional purpose could help DentaQuest stand out from its competitors and that elevating this shared value approach could position the company as a leading purpose-driven organization. We then conducted extensive qualitative and quantitative research with a diverse range of audiences to determine what key needs DentaQuest should address for its brand. From this, we created a new brand platform: to revolutionize oral health for everyone by redefining prevention and care.
The new brand architecture needed to achieve a wide range of goals, including positioning DentaQuest as the leader in revolutionizing oral health and building awareness for the brand’s full breadth of offerings.
We first recommended that DentaQuest remain the corporate brand, and that future investment should prioritize a new master brand with the same name. Keeping the DentaQuest name would reinforce the brand’s commitment to oral health and preserve existing positive equity with stakeholders, clients and community members —many of whom saw the brand as a leader.
To further support this, the logo and visual system needed to successfully activate the new brand purpose. We created a bold new visual expression for DentaQuest rooted in its purpose, but with enough warmth to flex to its consumer audiences. It reflects changing conventions and expectations in the healthcare space, expresses the diversity of the people they serve, and brings to life the revolutionary purpose of the organization.