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Super Studio was engaged by the Australian Dental Foundation to design a new brand identity that could carry the organisation’s vision — and its future — with far greater clarity and confidence.
The brief called for a refined logo that elevated the brand to match ADF’s status as a national health promotion charity, while accounting for the long-range need to create visual cohesion across its programs and products, including My School Dentist, Aged Care, and Emergency Hotline services.
Rather than simply redrawing the existing tooth icon, we proposed a two-part identity system: a clean, conventional logo lockup for organisational credibility, paired with a flexible tooth mascot that could serve as the expressive face of the brand across different audiences and contexts. The mascot shares a consistent outer form but carries variable facial expressions and characteristics — giving ADF a warm, human quality that a logo alone couldn’t achieve. From school students to aged care residents, the characters could be tailored to feel genuinely relevant without straying from the brand framework.
Alongside the identity, we developed a clean, structured typographic system built around a carefully selected contemporary sans serif — wide-set and highly legible, with a non-formal geometry that balances professionalism with personality. The primary colour palette was selected to evoke freshness and cleanliness while retaining a playful energy suited to ADF’s diverse audiences.
Messaging was also consolidated and sharpened. From a range of inconsistent taglines across existing collateral, we arrived at a single, memorable brand line: *One tooth at a time.* Anchored in purpose and built for longevity, it captures the incremental, community-by-community nature of ADF’s work in just four words.
The final deliverables included a full brand guidelines document, logo suite, mascot system with variations, typographic and colour specifications, and a suite of collateral templates spanning business cards, letterhead, brochures, pull-up banners, presentation folders, and product packaging.