A Merger, a New Name and Tagline: Begin with a Smile

Dr. K.C. Dyer, a well-known Orthodontist in Chattanooga, had reached out to Brian May, president and executive creative director of Maycreate. There were some interesting changes taking place in his practice and he needed help with developing a new brand identity.

Dr. Dyer had been working with a well-known pediatric dentist, Dr. Chad Eslinger, because they discovered one would have a patient who needed an orthodontist in short order. The other would have a child that needed to see a pediatric dentist right away. So, they decided to merge the practices. This was where Maycreate and its talented staff of art directors, copywriters, account supervisors, developers, photographers, and SEO and digital advertising specialists stepped in.

Brian, John Wagoner, brand strategist & account supervisor, and Rob Cherof, senior account planner & strategist scheduled a mission planning session with the client, which involved building a detailed marketing plan, conducting a discovery of the brand’s past, present, and future, and a brand emersion, after which, the brand is brought to life.

With the merger, we had to come up with a new name, a new logo and tagline, reskin their existing website, as well as tell the merger and new patient focus stories. Brian May developed the new logo. The existing website was reskinned to include all doctors, services and office locations, giving it a fresh, new look. Sarah Unger, our staff photographer, coordinated, set up, and designed all the photography that had to be produced for the campaign. 

Web content needed a new voice. Robyn Elder, copywriter, worked on the site’s voice and content, in addition to all the copy for the blog. Adam Ewing and Alex DeHart oversaw the art direction and design for the entire project, from web design to print, outdoor and digital advertising, to promotional materials and collateral.

When it came to analytics and SEO, we called on Rad Davenport, our digital marketing expert. He made sure our paid search and display ads, in addition to our paid social on Facebook and Instagram were targeting new patients and tracking phone calls and website activity.

In short, a lot of hands, minds and effort went into organizing, researching, and implementing the initial campaign. As we begin the second phase in the coming year, additional work and the many efforts of our hard-working staff will be called on once again. Stay tuned.