DentaQuest is one of the largest dental benefits administrators in the US, and the only one to provide turnkey strategic research as well as a safety net for those who are underinsured. What began as a relationship to launch a subsidiary (identity, event marketing, collateral, takeaways, and a video with custom soundtrack) grew into a company-wide, national scale brand refresh. In our preliminary research, we discovered the old identity was perceived as invasive — like a dentist’s drill. I led the team that collaborated with C-suite leadership and in-house marketing across four divisions, bringing cohesion, clarity, consistency — and a smile — to the brand.