BRAND & IDENTITY United Dental When United Dental Lab set their sights on changing the public perception of dental labs, they turned to us for assistance. They wanted a brand that would reflect their home in Atlantic Canada, position them as experts in their field and perhaps most importantly, connect them with their clients and customers on a very human level. Our challenge was to find the common ground on which to build. When you take away the technical side, what United Dental ultimately does is create and build smiles. It is these smiles that became our link. Atlantic Canadians love to smile – it’s part of our famous charm, and it’s in our blood. With this discovery, United Dental’s tagline – “The experts behind a great smile” – was born.