The Dental Specialists
SCOPE
INDUSTRY
STYLE
Print, Digital, Signage, Marketing
Specialty Dental Care
Modern, Trustworthy, Comprehensive, Playful
The Dental Specialists (TDS) is the sister company to Park Dental that provides a wide range of specialty dental care services in Minnesota, with the majority of their offices located in the Saint Paul area. They needed a refreshed logo and new brand marketing that would communicate the broad scope of their specialty care services to a range of age groups. The project included a new monogram/logo, an overarching brand identity, and a brand extension that distinguished their pediatric care from their adult patient care services. The scope covered event signage, as well as B2B and B2C brochures.
INSPIRATION
TDS specializes in six types of dental care: Endodontics, Oral Surgery, Orthodontics, Periodontics, Prosthodontics, and Pediatric Dentistry. Their brand umbrella required an overall brand refresh focused on the TDS monogram, but with a more modern take full of personality. Inspired by their many services and offices working together as one system within the Park Dental family, I created an intertwined logo to represent their comprehensive services and business model.
PROCESS
The TDS logo uses bold, sans serif typography and minimal icons. I selected a main color palette that was punchy and modern and then a secondary palette for TDS Pediatrics. While most of their services are for adults, their pediatric dentistry required a more playful approach to appeal to families with children. I incorporated circle and wave shapes to create a sense of fun in the visual language.
GOAL
The project aim was to refresh the parent TDS brand and use that foundation to create ongoing marketing materials for their pediatric care services. The new TDS brand identity is modern, clean and approachable—and conveys the comprehensive services and interconnected nature of the specialty care services they offer.
RESULT
The resulting new TDS brand identity effectively communicates the full suite of specialty care services they offer across the region. Once the new branding was completed, our creative team at Eight Moon™ developed ongoing marketing materials for TDS that use larger blocks of color that are intentionally minimalist and bold. For the pediatric care materials, we incorporated stock imagery of children and the playful shapes we’d created.
