The Brief

Period: August 2018
Client: Adelaide CAD – Centre for Advanced Denistry
Marketing Services: Brand Strategy, Logo & Stationery Design

Adelaide CAD offer prosthodontic services to people in Adelaide. Adelaide CAD aims to position themselves as oral architects who above all else are focussed on providing specialist dental care. They diagnose, design and craft dental solutions specific to their patients’ needs and budget.

The Challenge

To create branding which communicated their brand values –

  • Integrity
  • Respect
  • Trust
  • Collaboration (with patients and their referring practitioners)

The aim was to be likened to “Master Craftsman” type service.

When creating the logo we were requested to take into the account the practice name.  The name AdelaideCAD was partly chosen to link back to the CAD/CAM or computer aided design and manufacture that is becoming the norm in dentistry, particularly prosthodontics.

They wanted their name to be associated with a practice which utilises CAD/CAM technologies in their treatment particularly computer-aided design.

The Process

To ensure we created a logo that was a true representation of Adelaide CAD, what they stand for and what sets them apart from their competitors, Splice Marketing worked closely with Adelaide CAD to create a brand strategy.

    • Splice Marketing workshopped with Adelaide CAD to identify exactly what they liked and disliked, their wants and needs so
      that we could meet their expectations;
    • Creation of a brand strategy to identify brand positioning statements, messaging, tone and value proposition;
    • Creation of logo (all formats – online and print).
    • Creation of secondary logo – the symbol associated with their business (all formats).
    • Branding style guide – including fonts, logo specifications and imagery.
    • Creation of stationery (business cards,

Their newly created branding was then applied to stationery and included:
• 3 x business card designs (specialist, referral and appointment)
• Digital letterhead
• Traditional letterhead
• With compliments slip
• Envelope design
• Email signature

The Results

Delivering a brand that:

  • Will speak to both their patients and their dental colleagues.
  • Links back to computer-aided design.
  • Communicates their brand values.
  • Avoids the use of obvious tooth motifs as Adelaide CAD prefers to think of their patients as a whole (not just a tooth).


Adelaide CAD wants to be known as ‘Master Craftsman’ and ‘Oral Architects’. Therefore, we created a logo with an architecture feel that is derived from the CAD program itself.


To link back to the 3D visual cues for the business, we further developed the concept by creating an ‘elevated’ symbol for the logo.


The blue and grey colour palette was chosen for the master craftsman feel. Blue also signifies trust, dependability and strength, while grey signifies balance and calm which were all important brand traits for Adelaide CAD.

Branding Project Testimonial

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