Branding architecture review for a growing service offering

DeCare Dental works with companies in Ireland to deliver dental, vision and wellness benefits packages to employees. In 2022, the introduction of a new corporate benefit offering – vision insurance – raised questions about the existing branding architecture of the DeCare Dental name and brand identity.

A reputation built upon specialist expertise

The DeCare Dental brand is very strong in the market, built upon its expertise within specialist insurance/benefits. Proactive recommended the company lead with the DeCare name offering consistency in the way it is often written and referred to within the corporate market. For continuity, the existing icon, typography and colour palette of the original DeCare Dental logo was retained to build upon the brand identity built to date. A new branding architecture was required to present their Dental / Vision / Wellness offering, which would align with DeCare’s values, voice and promise but also allow the company to continue to grow in the future.

DeCare’s brand promise

Trusted and expert – We are specialists within our target market.
Strong and confident – Part of the globally trusted Anthem brand with over 10+ million dental members worldwide, we have over 20 years of proven experience in Ireland.
Friendly yet professional – We offer the very best in customer service. Our members feel positive and reassured with each interaction.

New sub-branding architecture

The new sub-brands – DeCare Dental, DeCare Vision and DeCare Wellness – will be used on relevant and specific dental, vision or wellness materials. A complementary colour palette helps differentiate the benefit offerings.

Comprehensive Brand Guidelines

We developed an extensive document outlining the utilisation of DeCare’s brand elements. This comprehensive guide encompasses logo variations, minimum size requirements, colour palette, tagline and service offering tab usage, typography specifications, photography style, and practical applications. It vividly illustrates how the main brand and sub-brands should be employed across various marketing materials, ensuring consistency and cohesive representation.

THE IDEA

Strategy workshops with the DeCare team to ensure the new brand reflects the values and direction of the company, conveys customer promises and represents their true brand personality.

THE PROCESS

Messaging development including company mission, corporate and benefit taglines and positioning statement.

THE GOAL

Development of a sub-branding architecture for DeCare Dental, DeCare Vision and DeCare Wellness and implementation across all materials.

DeCare has been working with Proactive Design + Marketing for over 10 years now and have developed a strong and trusting working relationship with them. The efficient and well-organised team at Proactive have a real understanding of our brand and constantly brings our ideas and campaigns to life through excellent design and creativity. Their ability to meet our extremely tight deadlines on a daily basis means we can focus on delivering innovative, impactful and successful campaigns for our business. From creating mini websites, brainstorming new projects and social media campaigns to looking, after all, our daily design needs we can rely on Proactive to deliver top quality content each time.

Sinead Joyce | Sales & Marketing Manager

Decare

Proactive Project Team

Strategy, core messaging and project management – Breda Newell
Creative direction and brand development – Marguerite Lynch

New sub-branding architecture

Outcome

The new brand architecture developed by Proactive builds upon the company’s existing brand equity and provides brand uniformity to the company’s 3 benefit offerings. Consistent use of these brands will avoid dilution of efforts and increase brand awareness for DeCare.
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