Delta Dental of Illinois | Trust the Tooth
Delta Dental of Illinois had built strong brand equity over the years with its iconic wisdom tooth logo, which had served as a symbol of trust and reliability for more than a decade. When it came time to evolve the brand, the goal was to maintain the recognition the wisdom tooth had earned while updating it in a way that felt fresh, modern, and relevant.
To achieve this, we reimagined the existing tooth icon, transforming it from a three-dimensional image into a sleek, flat vector graphic. This updated design gave the logo a more contemporary and adaptable feel, ensuring it could be used seamlessly across a variety of platforms while still resonating with the brand's established identity.
We also extended the updated icon to branded merchandise, particularly green t-shirts that featured the new, simplified wisdom tooth graphic. These shirts were designed to symbolize both literal and figurative "coverage" by the Delta Dental of Illinois dental insurance, reinforcing the message of comprehensive care in a fun, visual way.
The campaign was a fully integrated effort across both B2B and B2C channels. It included print ads, strategically placed outdoor boards, and both static and video content for social media to engage and inform consumers and business partners alike. In addition to digital efforts, we expanded the campaign to display ads and broadcast TV, ensuring maximum reach and reinforcing the updated brand identity.
This campaign effectively refreshed a beloved brand asset, evolving the wisdom tooth into a modern, dynamic design that maintained the essence of the original while creating new opportunities for brand engagement across multiple marketing channels.
My roles:
Campaign development
Creative direction
Overseeing a photo shoot
Art direction
Client guidance