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Hu-Friedy 2012 REBRAND 100 > notable

Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Industrial/Manufacturing, Healthcare, Dental Instruments, Personal Care Products
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
Founded in 1908, Hu-Friedy is a family-owned company and a leading global manufacturer of dental instruments and products. They compete in an industry driven by brand reputation and price. Their business model operates through third-party dealers who sell to various customers—general dentists, dental specialists (e.g. orthodontists) and hygienists—so effectively communicating with the dealers AND end-users is critical to success.

• Positioning revolved exclusively around high quality products manufactured at their in-house facility
• Viewed as an old, “square,” hygiene company, despite innovative offerings in new categories
• Disjointed marketing communications due to inconsistent approach across all consumer touchpoints
• Fragmented brand architecture
• Needed a strategy that would provide for long-term growth and market differentiation

• Through qualitative research with key stakeholders and secondary market research, Hu-Friedy decided to leverage the strength and relevance of their customer service, support and community-building initiatives
• Shifted value proposition from high-quality instrument manufacturer to deliver the most comprehensive dental product, service and community experience in the industry
• Launched new visual identity that highlights the full scope of product offerings
• Brought the new brand positioning to "life" with clinical imagery of end-users, a highly relevant color palette and approachable “circular” graphics that inherently highlight the product points of performance

• Internal teams achieved greater customer engagement and ability to cross-sell due to increased visibility of the lesser-known product line offerings
• Dealer engagement was significantly increased and the ability to sell through to end users improved
• There was a noticeable shift in brand perception across all key levels of business with a presence that signifies an industry leader


Client: Hu-Friedy -

Chairman and CEO: Ron Saslow
President: Ken Serota
Senior Director of Global Marketing Communications: Patrick Bernardi
Senior Graphic Designer: Robin Haugen
Graphic Designer: Angela Glyda
Graphic Designer: Julie Fragoso

Brand Strategists/Designers: Starfish -

President: David Kessler
Managing Director: Jeff Negrin
Account Director: Jordana Edelstein
Account Executive: Rebecca Malley
Designer: Joey Spector


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