In summer 2017, Portman approached Rally to create a new sister-brand to the primary group, Portman Dental Care, aimed specifically at an orthodontic audience. Portman wanted to connect with a younger, more image-conscious audience but were understandably keen to avoid alienating or cannibalising their existing brand identity.
Portman Smile Clinic needed a recognisable position in the marketplace. They were looking for a way to communicate clearly to their audience. No jargon. No waffle. Just real stories and clean, inspiring design.
We’re well placed to understand what makes the target audience tick in the dental industry, but we’re not ones to rely on assumptions. Working alongside a trusted partner, we collected qualitative data on audience preferences, both patient and industry.
This research provided the building blocks for the brand proposition, and each of the component brand elements. We then brought all the work together in a series of execution examples and a mood movie that demonstrated the positive, confident, and inspired brand Portman were seeking.
A stylish, forward-thinking brand that sits harmoniously under the Portman’s group umbrella.
Rally delivered the brand assets alongside a comprehensive brand manual. The manual covered the new brand’s reason for being, target audience and architecture, alongside component guidelines covering logo, tone, colour palette, typography, photography and graphical elements.
Following successful delivery of the brand Rally went on to design and develop a number of brand mobilisations assets including practice signage and the central Smile Clinic website.