Absolute were instructed by the Dental Business School, to develop a more dynamic brand for their Business. Their main service offering was to give expert business advice to the dental industry. Their business was fairly unique and clients found the coaching and seminars invaluable. The feedback was generally that they had made the difference whether that was profit related or even lifestyle.
The business was headed up by the two directors and their clients would see them personally as the business, which was also making it difficult to expand and recruit. A new strong developed brand had to address this issue.
After extensive brand strategy work, it was concluded that majority of the clients bought the services on an emotional basis, and that the brand need to appeal and use this potential to their advantage. The first thing that was changed was the name. 'Breathe' was based on the concept of taking a breath, stepping back and evaluating. It also related to the emotion most customers felt once they realised that someone could help i.e. 'breathing a sigh of relief'.
Design Effectiveness Awards 2009 Silver Award
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