Redwood Smiles / Brand Identity Development

CLIENT: Redwood Smiles   ROLE: Creative Director   AGENCY: Yurika Creative

"To us, the children’s emotional needs are just as important as their dental needs," said Dr. Fehmer, the co-founder.

Redwood Smiles came to Yurika Creative with a unique branding challenge.This new pediatric care dentistry needed a visual identity to help them not only confidently stand out from their competitors but also help alleviate kids' anxiety and stress, typically associated with a visit to a dentist. This meant that every branding touch point, starting with the logo and down to the actual office environment had to ensure a highly optimistic emotional connection between the brand and the audience.

Creating a formal logotype solution felt too corporate and short sighted in this context. Hence, I've chosen a highly unorthodox approach to solve their branding puzzle. I've created a set of goofy non-threatening Little Redwood Monsters. These characters instantly appealed to Millenial moms and their kids who felt safe and unafraid during each appointment.

Thus, the new brand identity in tandem with empathetic and competent care helped elevate parents' trust, which is the most valuable asset for any brand. In turn, they continue to bring their kids back as well as proactively referring Redwood Smiles with confidence to others.