Rebranding, Reworking, and Renovating: Hogan Dental Labs
Overview:
Hogan Dental Lab is a boutique dental lab based in Anaheim, CA, that needed to rebuild their brand a year into the pandemic. While they had a small social media presence to start, there was a lack of engagement due to spaced out timing of posts and lack of design quality with the original feeds on Instagram, Facebook, and LinkedIn. On top of that, their social platforms had not posted anything in over a year, which meant engagement had gone down fast.
The Strategy and Design:
I worked with the team to come up with a cohesive design and brand voice for all their platforms to get started and continue to use as the project continues. This included a new color scheme, logo (as shown above), and new graphics to post on social media.
The color scheme:
We used these colors throughout our logos, website, and all social graphics to create consistency and establish the brand’s story of being a reliable, women-owned business.
Previously, the main color was green, which we kept in the color palette, but felt a blue logo would be best, as blue brings a feeling of serenity and symbolizes health, stability, and reliability, all of which are traits essential to running a dental office and emphasizes dental health.
Because the office is also women-owned, we wanted to highlight that in our pink accent colors and tie all the colors in with a neutral tone to complete the palette.
Instagram Highlights
Another opportunity I saw with the layout of Instagram was to utilize the highlights feature as more advertising space for the products and services Hogan Dental Lab provides. That way, no matter what is posted, those who visit the page can always find out what specific services the company provides to dentists, including implants, digital scans, and veneers. They can also click on the highlights to learn more about what is offered, along with a “call to action” to click the link in the bio to visit their website to continue business with the company. Particularly in business-to-business styled companies, I found it was important to ensure that everything is extremely accessible and user-friendly, which the highlights add to the Instagram page.
Sample Highlight:
