A new brand identity uniting Europe's largest dental care provider under one name.
Asked by IDH to create a new brand identity for Europe's largest dental care provider — a network of 600+ practices caring for over 5 million people across the UK — I was honoured to take on the challenge. In just 17 years, IDH had grown from three practices in North West England into the largest dental corporate in the world.
At that scale, communication was everything: taking both employees and patients on the journey, bringing the brand to life, and making sure everyone understood their role in delivering the new values — trusted, honest, warm and welcoming, understanding, loyal and innovative.
The business had grown phenomenally but still operated under different names, which made clear, consistent communication difficult. The new {my}dentist identity united the company, met patients' expectations and went beyond them — elevating the business into something genuinely unique in the dentistry market. Together with the {my}dentist team, we helped the nation smile.