Royal Dental Hospital of Melbourne
The Royal Dental Hospital of Melbourne (RDHM) recognized the need to establish a strong identity aligning with their mission to create a future where every Victorian is disease and cavity-free. However, a lack of branding, and misunderstandings about roles within the dental healthcare system posed challenges to realising this mission. Our goal was to create a brand identity that builds on existing positive aspects of their identity, positions RDHM as a centre of excellence, and conveys expertise, passion, care, and innovation.
The rebrand aimed to leverage the best aspects of RDHM’s existing identity, capturing its heritage and reputation for providing world-class oral healthcare and training. These qualities were enhanced and synthesised into a cohesive brand identity, with the addition of an aesthetic that feels modern and approachable.
Through a comprehensive rebranding effort, RDHM’s new identity expresses its core values, supports their vision for a disease and cavity-free Victoria, and establishes them as a beacon of care and clinical excellence. With a focus on expertise, passion, care, and innovation, RDHM aims to inspire trust, provide world-class oral healthcare, and train the next generation of oral care professionals.
A new brand essence and story were developed to convey the core identity of RDHM. The essence focused on expertise, passion, care, and innovation, highlighting RDHM’s commitment to providing world-class oral healthcare. The story emphasised the organisation’s history of compassionate care and the training of future oral health professionals.
A key messaging strategy was developed to effectively communicate RDHM’s commitment to providing comprehensive oral healthcare, specialist services, and practical training. It emphasises the institution’s role as a trusted and reliable source of compassionate care and clinical excellence in times of crisis.
RDHM’s visual identity was redesigned to align with their new brand proposition. This included the creation of a new logo, selection of colour palettes, typefaces, and overall design elements that conveyed expertise, passion, care, and innovation. The visual identity needed to capture RDHM’s heritage while presenting a modern and professional image.
Verbal identity focused on developing key messaging and a brand voice that communicates compassion, expertise, and trust. Clear and impactful messaging was crafted to resonate with Victorians and convey RDHM’s commitment to excellence in oral healthcare.