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Mid-Continent Dental Congress

The Mid-Continent Dental Congress, or MCDC, is an annual conference put on for over 75 years by the Greater St. Louis Dental Society. The conference is an event for dentists, hygienists, and staff to gather, learn, and share. In 2020, the conference is being moved from St. Charles to the St. Louis Union Station. The team was looking to leverage the new venue to rebrand the conference and grow local and regional attendance. We helped them develop a new brand identity by re-establishing their brand position and core messaging as well as visuals such as a logo, typography and color palette. We then used the new branding as the foundation to build a full digital marketing strategy.

A fresh look

The team already had a website in place so we refreshed the design with new typography, color palette and imagery to better align with the branding we had established. We highlighted the new venue through a large hero image and improved the organization of content to draw attention to important dates and actions.

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Screenshot of the MCDC Website

A brand worth smiling about

Looking to take advantage of the new, exciting venue we worked to breathe new life into an age-old event and appeal to a younger generation of dental talent while not losing site of established professionals. With this target in mind, we chose a fun, vibrant color palette which we incorporated into the branding through duo-tone imagery. The imagery itself is reflective of the core messaging we established which is fun, passionate and educational. The fonts are made up of mainly straight lines, but incorporate subtle angled details that are both modern and fun. Once the new branding was established, we created a comprehensive brand standards document to guide all marketing efforts moving forward.

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