Polychromatic Shade campaign
To accompany the launch of Dandy’s new technology, Polychromatic Shade, I helped lead the ad campaign that kicked things off. We knew from the start that we wanted this campaign to feel different, and that it could stray some from the core branding. This was at a point where there had been separate conversations about how to expand Dandy’s presence beyond what our core branding currently was. How could we begin intentionally branding campaigns as their own mini identity without straying too far from the main brand.
The main inspiration came from the original photos taken of the new products, there were subtle colorful lens flares. Seeing the photos, and thinking of the product name, we new that shading and color spectrum needed to be at the center of it all. We avoided using rainbow colors, or colors that were unnatural to dentistry. Our blue color was not used that often and it was a great candidate to base the campaign identity on.
Role
Designer, Manager
Team
Cristen Post
Lead Designer
Because teeth tend to not appear as starkly on a light background, combined with Dandy wanting to shift into a more mature visual brand, moving forward with an edgier, darker aesthetic. It was a strong solution to highlight the true details in how Polychromatic Shade could use digital intraoral scanning to make the most color accurate crown that would seamlessly fit into a patient’s mouth. The technology could perfectly articulate the subtle differences in color in the anatomy of the tooth, the changes in warm and color tones depending on the area. Having a dark background raised the product on a pedestal.
The gradients used in backgrounds were mostly incredibly zoomed in areas of the original photography. It brought a real connection between content and canvas. Using big, dramatic text that sat next to the product was an opportunity to cut down on copy. Keep the message simple and straight forward.
