Houston Orthodontic Specialists
Branding/Web Design/Digital Marketing/Graphic Design
Architecting the Launch Pad for Success
Dr. Vladimir Tabakman came to us with two offices, one in Bellaire, Texas and another in Houston, that had distinctly different brand aesthetics and messaging, as well as separate names and websites. He had seen our previous work with brand changes and wanted our guidance. We recommended a unified branding strategy and the goal became to unite the two offices under the banner of Houston Orthodontic Specialists.
The challenge was that within each community, the offices had great client relationships and, as we discovered during the “Think” phase of the campaign, the audiences in Bellaire and West Houston were very different. For the client, managing how both audiences would receive the brand transition was a high priority. For that reason, it’s one of the first times we put a lot of focus on the pre-launch and actually did a mini-launch before we even started the marketing campaign to make sure all digital properties, including social media, Google Places and the website were aligned with the launch.
We began the process by creating a symbol that could represent the merging of the offices. With the new logo in place, we then designed the website. Since the client wanted the brand to launch with the website, we built lead funnels and landing pages into the site from the get-go. We also did all of the design for collateral materials so they could order things from their printer in time for announcing the new brand. We crafted an emailer for patients with messaging to explain the change and a visual that illustrated the old logo transforming into the new logo. Everything from the website to the updated social accounts to the emailer launched the same day. Because all of the pieces of the puzzle had to come together simultaneously, once the marketing kicked in and we entered the “Do” phase, we were ahead of the game.