Rebrand
Web Design
Brand Film
Packaging
Minnesota Dental Lab, a trusted provider of dental restorations and guided surgery planning, approached us in early 2023 to redesign their website and brand. We set out to build a cohesive brand presence that would resonate with current clients and attract new clients.
Having not rethought their visual identity for over a decade, MDL’s high-efficiency and high-quality operations were at a disconnect with their marketing strategy. The first step for us was to create an identity that better represented their company values and appealed to their target audience.
Perhaps the most challenging aspect of this project was understanding MDL’s specialized products and services. Before we talked with Tom, the owner, we didn’t even know what a “dental lab” was. There was a lot of explaining, note taking, and re-explaining that needed to be done for us to get a firm grasp on their operations, values, and needs.
Through many meetings, discussions, and iterations, we chose “the swoop.” Compared to the other options we entertained, it seemed apparent to everyone involved that this was the most simple, unique, and memorable mark – the one that would prove the most successful in the long term.
With the brand direction decided, we moved on to rethinking their website. We rearranged and redesigned the site to address the inconsistent styling, conflicting colors, and confusing navigation. We wanted to make it easy for visitors to find information about services, products, and MDL’s unique selling points.
To populate the website with quality content, we spent a day with the team collecting photo and video. Framed with intention, these visual assets showcase the lab’s technology and technicians and communicate MDL’s professionalism, standard of quality, and culture of continuous improvement.
And having lived in their world for the months-long rebranding process, we were well-equipped to distill their company, values, and services into a 90-second brand film. This serves as a birds-eye view of who they are and allows current and potential clients to connect with them on a deeper level.
A lasting collaboration
We've been working with MDL for over a year, and we've gotten the chance to apply their brand in various arenas.
Across social media, tradeshow displays, premium packaging designs, sales collateral, Facebook ads, and more, we're excited to keep their brand moving forward.