DESIGN & PRINT United Dental When United Dental arrived on the scene, Prime was involved with developing an overall strategy, positioning, identity and communication pieces. The positioning of United Dental was built around the thought that United Dental are the people behind a great smile. The United Dental identity needed to be simple, bold and echo the essence of what United Dental did. This was the thought behind using the teeth marks. The identity was used on vehicles, packaging, business cards, and stationary.