A National Dental Practice Receives a Pain-Free Brand Refresh
Aspen Dental maintains a national presence throughout the U.S. With over 1,100 locations in the Northeast, Southeast, Midwest, Southern, and Western parts of the United States, the practice provides top-quality, full-service dental services to patients of all ages.
Challenges
With brand consistency being a central theme to Aspen Dental’s business model across the nations, it was recently brought to their attention that some design elements of their branded materials nationwide had to be altered to comply with the expiration of certain image use agreements. There was an immediate urgency to resolve this issue in nearly every location.
Solution
Knowing that this branding revision project would require a partnership with a highly experienced printing, graphics, and service company able to quickly scale its production and installation capabilities to a national level, Aspen Dental chose LCP to manage this important initiative.
Results
Due to the enormity and labor involved in this project, Aspen Dental took the opportunity to complete a total brand refresh of all of their 1,100+ locations to ensure total brand consistency across the entire organization.
First, LCP worked with Aspen Dental to finalize all new branding, graphics, signage, and décor design decisions.
From there, each location ordered the printed materials and other décor elements needed for the refresh through LCP’s OpenAxis E-Storefront web portal. LCP promptly began the process of producing everything the dental offices needed.
Multiple LCP specialty services were involved in the production phase of the project, including offset, UV, digital, and grand format printing, environmental branding, OpenAxis E-storefront web ordering portal, fulfillment, and branded promotional merchandise.
Over a period of several months, a strategic deinstallation initiative commenced, starting with locations in the Northwest, down to the South, and throughout the Midwest.
The deinstallation schedule was created with the goal of minimizing any disruption or inconvenience to Aspen Dental’s local staff and patients.
Next, came the installation of the new graphics and décor pieces for each location. Crews worked early in the morning, or late at night to avoid interfering with the organizations’ daily business operations.
Weather also played a role in the installation strategy, as certain temperature levels were needed to properly apply window graphics and other exterior facing brand elements.
Branded promotional merchandise was also created and shipped to each location to complement each office’s new look and feel.
During the approximately 6 months that the brand refresh was underway, LCP’s outstanding account management team worked with each location during the project to provide communication, updates and any other assistance needed to make the entire process go smoothly from start to finish.
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