As the Twin Cities’ only multi-specialty group dental practice, The Dental Specialists (TDS) has an extended audience ranging from young kids to older adults. The brand needed to effortlessly relate to this range of audience, convey the six different specialties of TDS and work in a variety of mediums including large clinic signage. The brand brings the company’s initials forward as design element instead of just using them as internal shorthand. The new brand is modern and clean overall with some extra, kid-focused elements to use on pediatric and orthodontic materials. Ongoing work for TDS includes direct mail, advertising and sales collateral.