Execution
With data collection quality declining from dental practices, the lab saw an opportunity to educate and raise industry standards. In collaboration with MANTEC, Burgard® supported Toothsmiths in a two-phase initiative: define core values and positioning, then launch a brand platform anchored by a signature event.
We branded and marketed A Night at the Lab—a wine-and-cheese tour designed to foster trust and promote better dental data collection. Messaging challenges from differing practice models were resolved by aligning the brand around shared professional priorities and a commitment to excellence. The brand promise, Better labs. Better outcomes. Better business., became the emotional center of all outreach.
A visual identity inspired by the Corona Borealis constellation reinforced the event’s blend of craftsmanship and connection. Staff training on social content helped sustain the message well beyond the launch.
