“Lippincott's team of strategists, brand experts, and creatives led us through a thoughtful and effective process to create a revolutionary brand platform that truly speaks to what we do and who we are as an organization.”President and CEO, DentaQuest
“As we launched, using a variety of agencies, the end result all stood together – a clear indication that the foundational work from Lippincott is outstanding, flexible and a reflection of who we are.”Executive Vice President & Chief CMO, DentaQuest
A bold future for oral health
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 helped 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 mission to improve the oral health of all. Our goal? Develop a roadmap for DentaQuest to become a leading voice in oral health.
So, we first looked inward to understand their stakeholders’ perceptions of DentaQuest and its brand opportunity. 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 recommended keeping the DentaQuest name to 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.
We then 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.
The new identity launched to internal audiences in late 2018, and rolled out to external audiences in the months following. Since its initial launch, we’ve continued to support a broader set of activities embodying DentaQuest’s mission of connecting oral health to overall health, including rebranding the organization’s philanthropic outreach network.