Why We Created a New Brand for Santiago Wellness (now AirSync)

From FOCUSEDBRANDS our branding and marketing partner:

Researchers, physicians, and patients have become more aware of how oral health influences and impacts total body health. There is proof that shows how poor oral health plays a role in heart disease, premature births, and heart attacks. Dentists are often the first to see signs of Alzheimers, bulimia, and malnutrition in patients. 

Yet even as the public begins to understand that oral health goes beyond clean, shiny teeth, dental practices are often stuck with dated branding and marketing tropes. Grinning molar mascot logos aren’t going to communicate the importance of the full services of oral health and wellness. 

FocusedBrands had the opportunity to work with a talented dental practice that isn’t just in the business of improving smiles, but that recognizes the link between oral health and whole-body (and mind) wellness. From the first meeting, it was clear that Drs. Kimberly and Jed were the real deal, this wasn’t simply a re-brand of Santiago Wellness.

The first step was to collaborate with them so we could understand who they are, how they operate, and how they genuinely care for their patients. Through weeks of workshops and discussions, their core positioning came through, which centered on the concept of “Flourish.” An idea that represents their goal of guiding patients down the path of becoming their best, healthiest, and most vibrant selves.

Based on the theory of synchronicity: the simultaneous occurrence of events that seem to be meaningfully related yet has no causal relationship. This represents the connection between oral health and whole-body health. 

The second step was to rename the practice to not only encompass all of their services but communicate a professional and simultaneously personal brand. By moving from a family named business (Santiago Wellness) to a more structured name, AirSync Integrative Dentistry, the company has the opportunity to expand its holistic approach and business under one descriptive brand architecture. 

The third step was to develop a brand identity that connects the positioning and name while bringing to life the whole-health approach. By utilizing earth tones and deep hues of blue, green, and gold, this brand style is trustworthy, natural, and human. 

The key to the success of this branding process was the true collaboration between the business owners and the creative team. By getting to know each other more deeply, the owners’ essence was able to come through. The real caring they provide for their patients is part of the business, and getting to that understanding is often left out of the branding process. In this case, it is at the core of the brand of AirSync Wellness. 

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