Corporate Branding

Dentsmart was rapidly evolving from a small group of body shops and technicians into a national franchise. However, their existing brand felt generic and static—unable to meet the needs of a growing and dynamic company. Their previous color palette, consisting of a subway yellow and green combination, felt out of place in the automotive industry and failed to convey the sense of trust and safety needed for customers dealing with the aftermath of a collision.

More than just a new logo, Dentsmart required a comprehensive brand system that could scale with their growth while maintaining a strong presence in the market.

Our first priority was to establish a strong brand identity as a foundation for Dentsmart’s future growth. We explored seven distinct concepts, working closely with their team to refine and define what best represented their mission and values. Through this process, we determined that Dentsmart needed a simple yet modular system—one that was easily recognizable and adaptable across different business units.

As we delved deeper into their business model, we uncovered a key insight: while most would assume the primary audience is the end-user, the real decision-makers are insurance companies. Though direct customers remain an important audience, insurance providers are largely responsible for recommending dent repair services. With this in mind, we chose a blue color palette and a clean, sans-serif typeface—ensuring the brand feels at home in both the insurance and automotive industries. The chosen font includes subtle indentations in its design, visually tying into their expertise in paintless dent repair—symbolizing the precision and seamless restoration of vehicle surfaces.

With a solidified brand and a full-fledged set of guidelines in place, we had a clear roadmap for transforming Dentsmart’s brand overnight. This included an overhaul of their website, print collateral, and social media presence—ensuring every customer touchpoint aligned with their new identity.

Since the launch of their new brand in 2023, Dentsmart has expanded into 12 new states, added 50 new franchises, partnered with over 200 new body shops, and increased revenue by 20%. We’ve continued to work with them each month as one of our retainer clients.

We can’t take all of the credit for the success of their business; they’ve achieved their success by being good at what they do and dedicated to their craft. But we believe their new brand identity has helped them to continue their momentum and provided them the tools they need to be a successful leader in the paintless dent repair industry.