In an increasingly complex world, smart devices help simplify the intersection between technology and life. We had the challenge of working with DentalEZ Integrated Solutions in the development of the all new “Aeras” brand to relaunch and reintroduce their Star handpiece and RAMVAC compressors with smart technology. This included new logos, brand messaging and design elements. Similar to the “Intel Inside” campaign, this co-branding initiative was introduced via an invitation-driven press conference at the Chicago Midwinter meeting that was covered by the leading publications in the profession. The rebrand focused on creating ecosystem of patient care and practice efficiency that revolutionizes the way dental professional interacts with their surroundings.