The Challenge: To overcome the “problem” of being seen as solid and dependable.

What do you do when your reputation says Oldsmobile, but your performance says Ferrari? That was the challenge facing the Midwest line of dental handpieces and burs when they came to us. Using a combination of name recognition, graphic treatment and market research, we stripped the brand down to the most desirable feature to dental professionals — power — and then unleashed a re-branding campaign designed to leave the competition in the dust. 

The Result: These days nobody’s going to mistake a Midwest for “your father’s handpiece”.