Rooting a brand in its purpose to improve oral health for all
“Our experience working with the team at Lippincott was extraordinary. They expertly guided us through a process to land on a brand platform that completely energized our network and its members.”
Network Support Team Communications Manager
Rooting a brand in its purpose to improve oral health for all
The Oral Health 2020 network, an interconnected network of national, state, and community-based change agents, was at a significant inflection point. A multi-year effort to unify its growing network of 1,200 members and expand its impact was facing increased national visibility, greater autonomy from its parent organization, and a pressing need to clarify its purpose and inspire a movement.
Following our rebranding of the network’s parent organization, DentaQuest, Lippincott partnered with Oral Health 2020 to help navigate this moment of change. The project began by codifying the brand purpose and articulating a new brand platform, and culminated in a new name and visual identity.
For its brand strategy, we looked to the core issue the network sought to solve. Oral health is a vital component of overall health, and people across the country are suffering from preventable oral health issues due to inaccessibility to proper care. Through a series of workshops, together we landed on a purpose: to catalyze a network to take on America’s oral health challenges, so that everyone has an equitable chance to thrive.
With this purpose as an anchor, the name and visual system took shape. The new name, OPEN (Oral Health Progress and Equity Network) strikes a balance between pragmatic and visionary, referring to the network’s commitments to understand diverse perspectives, welcome new members and unlock opportunities.
The visual expression, starting with a new logo, reinforced the purpose. The open “E” of the logotype speaks to their collective action and growth. A vibrant color palette and purposeful typeface give the identity confidence, while a layered illustration style and honest imagery show their collaboration and inclusivity. A highlight device and bold information graphics emphasize their knowledge and support their mission.
Armed with its new brand, OPEN is well-positioned to reshape oral health across the country, bring lasting change, and unify its expanding network to fully harness its potential.