Dentsmart Rebrand

Problem

Dentsmart was rapidly evolving from a small group of body shops and technicians into a national franchise. However, their existing brand felt generic and static—unable to support the needs of a growing and dynamic company. Their outdated color palette, a mismatched combination of subway yellow and green, failed to convey the trust and professionalism essential for customers navigating post-collision repairs. More than just a new logo, Dentsmart needed a comprehensive, scalable brand system to strengthen their market presence and support future expansion.

Process

Our first priority was to establish a strong, adaptable brand identity. Collaborating closely with the Dentsmart team, we explored seven distinct concepts—three of which I designed—refining each to best represent their mission and values. Through this process, we uncovered a key insight: while most assume the primary audience is the end-user, insurance companies are often the real decision-makers. Understanding this, we crafted a visual identity that resonates with both the insurance and automotive industries. We selected a refined blue color palette and a clean, sans-serif typeface with subtle indentations—visually referencing the precision of paintless dent repair. This modular design system ensured consistency across applications while allowing for flexibility as the franchise expanded.

Solution

With a solidified brand and clear guidelines in place, we executed a full-scale transformation. This included an overhaul of their website, print collateral, and social media presence—ensuring every customer touchpoint aligned with their new identity. The result was a brand system that not only elevated Dentsmart’s credibility but also positioned them for long-term success in a competitive industry.