Absolute were instructed by the Dental Business School, to develop a more dynamic brand for their Business. Their main service offering was to give expert business advice to the dental industry. Their business was fairly unique and clients found the coaching and seminars invaluable. The feedback was generally that they had made the difference whether that was profit related or even lifestyle.
After extensive brand strategy work, it was concluded that majority of the clients bought the services on an emotional basis, and that the brand need to appeal and use this potential to their advantage. The first thing that was changed was the name. ‘Breathe’ was based on the concept of taking a breath, stepping back and evaluating. It also related to the emotion most customers felt once they realised that someone could help i.e. ‘breathing a sigh of relief’.
From then we needed to bring the name to life in a dynamic, contemporary way that also remained thoroughly professional. Absolute created corporate identity and printed collateral that helped to create a communication style using cutting edge and inspiring colours and copy.
The striking difference of the approach of Breathe, had a dramatic impact on the dental industry. Breathe saw new business enquiries increase by 20% and the team felt energised and focused to help push the business forward. The service offering was also increased creating additional avenue streams. Existing clients also felt re-energised and part of the brand.
Absolute’s work for the Breathe rebrand won them a silver DBA Design Effectiveness Award.