How might we rebrand a European tradition into an American powerhouse?
Amann-Girrbach
As Europe’s leader in dental technology, Amann-Girrbach heralds an 80-year track record of innovation and service. However, it was virtually unknown in the U.S.
As the project's creative leader, I assembled and managed a team of writers, designers and strategists to reimagine its brand position and execute a national launch in a new market.
Understand the problem
This was a brand reinvention. The task was to position Amann-Girrbach as a genuine game-changing player in the American dental technology market.
Know the audience
Lab technicians across the country were surveyed. They felt overcharged and underserved by the leading national manufacturers and their service providers. The wanted a better partner.
Build the right system, frame the right message
Through a new omni-channel system that caught the competition sleeping, Amann-Girrbach America touted its advantage simultaneously with precision across multiple fronts with a consistent, and genuinely human voice. We delivered an agile, responsive, approachable, and professional communication system.
