A modern take on the family business

Challenge
First established in the 1950’s, family-owned dental laboratory BonaDent built its business on a few basic principles: understand the doctors, know their needs, and provide them with products that reflect the highest craftsmanship and care while delivering consistent, friendly customer service. Generations later, BonaDent has grown into a full-scale dental service lab, expanding their headquarters and opening satellite locations across the United States, however, their corporate brand identity was still stuck in the past.

Execution
Guided by this insight, I worked with a team to create a modern brand through a creative suite that highlighted their dental technicians and staff as experts—not only in anterior and complex cases but also in areas such as partnership, customer service, and artistry. I coordinated a multi-day photoshoot with an outside photographer to provide them a library of custom, ownable images to use on marketing materials. In addition to updating existing collateral and packaging materials, I also took on the task of updating their very dated and complex website in order to bring it into the 21st century.