Our challenge with creating a one-of-a-kind brand for a pediatric dentist that revolved around upscale horse racing, one of the most popular sports and pastimes of the Southern Pines area. Our challenge was to execute this horse racing/derby theme without coming across as kitschy, cheesy, or predictable. The client also didn’t want something too Vegas-style or off-putting for parents.

We were able to spin what is traditionally thought of as an activity for an older demographic in a way that was fun and whimsical. Not only was the visual identity created, but we also took the client’s dull dentistry language and turned it into content that was imaginative for children. Before “opening day”, the client wanted to do a generic direct mail postcard that said “we’re open”. We took that idea a step further by enhancing the brand experience by designing an announcement card with tear-off ticket/business card that would pique the interest of local parents and clients. That branded racing feel was veined throughout all print, digital, and environmental pieces. The children even get to go to the Winner’s Circle if they don’t have any cavities and get their picture taken while siting on a life-size horse. Each patient room is cleverly named after a famous race horse. For their reward program, the kids earn “Derby Dollars” which are even signed by Toby, the Dental Derby jockey.

With a successful opening launch day and a growing patient rooster, Dental Derby continues to give children and parents in the Southern Pines area a dental experience that makes them recognized in the community, fun for their target market, all while retaining a trustworthy reputation as a skilled dentist. They are bombarded with hand-written letters from children on how amazing their experience was at Dental Derby.

Test Monki has won several design awards for this brand.