Brand System for Dental Business Education & Affiliates

Overview

Breakaway Practice needed a brand that felt authoritative yet approachable, supporting educational seminars for dental professionals and marketing services for affiliate brands. Developed a flexible brand system scaling across digital, print, and event experiences while maintaining clarity and cohesion across multiple stakeholders.

Led brand and marketing design across Breakaway Practice and partner ecosystem, creating cohesive identities, campaigns, and systems supporting education and growth. Work later integrated into Dental Whale platform following acquisition.

Redesigned seminar course webpage driving engagement and registrations with animated icon designed for loading screens and brand touchpoints.

Brief

Create a unified brand system enabling rapid iteration while maintaining consistency across multiple audiences: dental professionals, dental practices, and partner brands. Must scale across digital, print, and event experiences while establishing trust for professional healthcare education.

WHAT WASN'T WORKING

No cohesive visual system for seminars and campaigns.
Affiliate brands designed by third-party agencies with inconsistent quality and style.
Visual inconsistency undermined Breakaway's authoritative and premium positioning.
Growing partner ecosystem with no consistency standards.

Tablet responsive page built with new brand system.

Facebook ad campaign variations using brand framework.

Approach

Developed flexible brand framework balancing authority and approachability. Work unfolded across parallel tracks: establishing core foundations (typography, color, components), applying them to high-impact experiences (events, marketing, partner brands), and documenting for team-wide adoption.

CORE BRAND FOUNDATIONS

Shared framework aligning education, marketing, and partner initiatives.
Design systems across web, email, social, ads, and thought leadership content.
Partner differentiation within unified ecosystem.
Educational event experiences: promotion, on-site materials, presentations, follow-up.
WCAG 2.1 AA accessibility standards throughout.

Downloadable seminar speaker packet shared via email marketing.

Process

Discovery: Audited existing materials identifying inconsistencies. Conducted stakeholder interviews across organizational levels. Mapped content needs across programs, campaigns, and events.

Design: Built modular framework in Figma with accessibility specs and responsive patterns. Created templates balancing efficiency with flexibility. Tested with stakeholders and users.

Implementation: Partnered with teams to document standards and establish workflows. Collaborated with partners through brand workshops. Measured impact through analytics and refined iteratively.

Design variations created by leveraging a reusable component system.

Affiliate Brand Design

Designed complete identities and marketing systems for affiliate organizations within the Breakaway ecosystem. Each brand followed shared design principles while maintaining distinct positioning for their specific audiences and markets. Utilized shared typography systems and derivative color palettes ensuring visual cohesion across the ecosystem. Applied standardized landing page components and mailer templates, enabling consistent production quality while allowing partner-specific customization. This approach maintained Breakaway's authoritative presence while giving affiliates flexibility to address their unique market needs.

KEY PROJECTS

Visual identities tailored to partner positioning and audiences.
Marketing websites aligned with brand and conversion goals.
Direct mail campaigns designed for clarity and response.
Digital ads and social media content for consistency.
Environmental graphics and physical brand applications.

Monaco Dentistry: Brand development spanning identity, collateral, digital presence.

Bear Brook Dental Care: Brand development across mood boards, identity, web, ads, environmental graphics.

Deliverables

Educational Seminars: Pre-event promotion, on-site materials (signage, programs, workbooks, presentations), and post-event follow-up. Cohesive visual storytelling for multi-day professional education programs.

Thought Leadership Content: Visual frameworks and presentation templates translating complex business concepts into clear narratives for live and digital distribution.

Marketing Campaign Materials: Digital and print collateral (social graphics, ads, mailers, brochures) maintaining consistency while addressing different audience segments. Photography guidelines for authentic healthcare representation.

Digital Experiences: Responsive websites, landing pages, and email campaign templates optimized for conversion and rapid iteration.

Print Collateral: Scalable materials with production specifications and vendor guidelines ensuring consistent quality.

Brand Guidelines & Templates: Comprehensive brand guidelines (logo usage, typography, color palettes, photography direction, layout patterns) and Figma template libraries enabling independent production.