TOOWOOMBA SPECIALIST DENTAL
TOOWOOMBA SPECIALIST DENTAL
Toowoomba Specialist Dental, supporting an entire region with holistic dental healthcare
01. Overview
Transforming oral healthcare for the Darling Downs region
Toowoomba Specialist Dental (TSD) is the first and only specialist dental center dedicated to serving the entire Darling Downs and Toowoomba region. Before its establishment, patients had to travel over two hours to Brisbane, often incurring significant costs and delays. By offering top-quality specialist dental services locally, TSD has revolutionized access to oral healthcare, improving lives and supporting the community at its core.
Business level: Start Up
Market: B2C/B2B
Industry: Medical/Dentistry
Services 1: Brand Strategy
Services 2: Brand Identity
Services 3: Brand Activation
Work completed @ QUPID
02. Challenge
Integrating TSD into a close-knit rural community
TSD faced the challenge of establishing itself in the tight-knit Toowoomba community without being perceived as an outsider or a competitor from the “city.” The goal was to demonstrate their commitment to improving access to specialist dental healthcare and supporting the region’s existing practices.
Through community nights with local dental practitioners, educational initiatives, and patient referrals for general dental care, TSD quickly earned its place as a trusted partner. Over time, they became a valued part of the Toowoomba community—one that locals are proud to call their own.
03. Strategy & Immersion
Positioning TSD as a trusted expert rooted in holistic patient care and community connection
During our strategy session with TSD’s founders, we immersed ourselves in their passion for dentistry, their motivation to provide specialist healthcare, and their vision for making a broader impact on the community. By delving into the nuances of their craft and understanding the vital role dentistry plays in holistic health, we gained valuable insights into their mission.
We transformed these insights into the foundational building blocks of TSD’s brand strategy. With a thoughtful approach, we addressed the challenges of positioning TSD not just as a provider of exceptional dental care, but as a trusted member of the Toowoomba healthcare community—one dedicated to improving lives and fostering local trust.
What exactly we did:
Mission & Vision
Customer profiles
Values & Behaviours
Brand X-Factor
Brand Archetype
Signature Idea
04. Brand Identity
Crafting an identity that feels like
a trusted family friend
To help TSD effectively communicate their brand strategy and resonate with their audience, we carefully balanced tradition with a sense of fresh change. The goal was to position TSD not only as a provider of specialist dental care but as a trusted partner in the community’s overall wellbeing.
We anchored the identity on the idea that dental healthcare is the first small step in a ripple effect of broader health improvements. This concept translated seamlessly into TSD’s mission—not just to improve their patients’ health, but to uplift the entire community. By filling a critical gap in local healthcare, TSD’s identity reflects a vision of healing that extends far beyond individual treatments, fostering a greater positive impact.
What we did:
Colour Palette
Logo & Logo Systems
Iconography
Typography
Photography Direction
Supporting Graphics & Art Direction
Tone of Voice
Brand Personality
Messaging
05. Brand Activation
Delivering TSD to Toowoomba
Launching TSD as both a brand and a business required a cohesive approach across digital and physical touchpoints. Our goal was not only to create a strong initial impression but to ensure scalability for future growth.
To achieve this, we developed high-quality digital and physical spaces that reflected the brand’s identity, alongside templated forms, advertisements, and documents. These assets ensured that every interaction with the brand—whether it was the first or the hundredth—delivered a consistent, professional, and memorable experience. By establishing this foundation, we positioned TSD for long-term success while creating an approachable yet expert presence in the Toowoomba market.
What exactly we did:
Website
Stationary & Packaging
Social Templates
Digital Assets
Signage
Official Patient Forms
