United Concordia Dental offers dental insurance plans centered on the connection between oral health and overall health. Tasked with standardizing their guidelines, new creative was developed and implemented to maintain design consistency, while adding a vibrant new personality to the brand’s look and feel.
An introduction video introduces United Concordia’s new brand platform, Grin from Within.™ Using subtle animations and movement in the typography, the video highlights the updated brand in a friendly and playful way.
In a longer manifesto video, featuring a larger production of paid talent, United Concordia Dental is able to fully give context — telling the broader story of how they’re making the connection between oral health and overall health.
Two :15 second spots were created for the commercial brand awareness campaign — featuring an authentic dad and daughter to show real life moments at home while maintaining healthy oral habits.
All three videos feature a customized sonic identity audio track that is unique to United Concordia Dental. Intentionally using sounds typically associated or made by mouth, like whistling or humming, the audience can make a positive musical connection to the brand as well.