Visual Identity
The ask was to explore a new visual identity for a dental insurance alternative company.
For brand recognition, I kept the existing colon before “DentalPlans” that creates a smiley face with the letter D. Then, to build on that, I also used the letter “D” to encircle the subject with a smile.
I selected high contrast, black & white portrait photography to correlate with the fact that the dental plans are "black and white" or simple to understand and compare. I gathered photos with authentic, real smiles and emotion.
For the colors, I picked a sophisticated primary color palette of black, white, and grey with pops of a bright, minty-fresh blue-green.
The main audience is of a retirement age, so I chose readable, clean typography.
Adlobs
Photo style
Mood board
