MAEX
To create a brand that would be attractive to patients looking for an extraordinary experience as well as to prestigious doctors considering joining the project. The brand also needed to highlight the relevance of each doctor in a way that contributed to the group as a whole rather than in an overly personal way The brand also needed to highlight the relevance of each doctor in a way that contributed to the group as a whole rather than in an overly personal way.
Solution
We analysed the motivations of both stakeholders in depth to find the common ground that would attract talent and position the new brand at the forefront of the industry. From our research, we discovered it was key to create a sense of belonging for doctors and a sense of community for patients and other audiences. And that within a competitive environment based on quality and care, we could set the brand apart from by positioning it around excellence in dentistry and collaboration.
And that within a competitive environment based on quality and care, we could set the brand apart from by positioning it around excellence in dentistry and collaboration.
With all that in mind, we created MAEX—a brand whose purpose is to elevate the practice of oral medicine and to create a feeling of belonging to an exclusive vocational club, where only the best doctors are invited. To appeal to their pride, we combined each doctor’s unique knowledge and experience with their desire to improve dentistry. And we focused our message to patients on quality and care but in a more wholistic way. Because, if anything makes MAEX unique, it is the sum of its parts.
Solution
MAEX bonds together prominent doctors who deliver the highest level of dentistry, are interested in the state of the art techniques, and who want to inspire others who have joined this exciting field.
MAEX is more than a group of Dental Excellence, it’s also a way of doing things —a new concept of dental medical quality. It takes knowledge and passion a step further, with experience and innovation to achieve success in every unique case.
«We aim to offer a much more elegant experience»
[ ] INTERNAL INTERVIEWS TO MAEX’S TEAM
A bold and elegant brand, MAEX is dedicated to excellence and to inspiring people to look for better ways of doing things. Like a strong mentor, it leads the way to the future.
That’s why we portrayed the brand personality as a natural teacher with a clear, direct and inspiring brand voice, and a bold but elegant visual identity that offers a sophisticated sight into dental medicine through codes through attention to detail. MAEX’s tone of voice is both educational and driving, with a clear goal: understand and make ourselves understood.
The doctors’ great pride and depth knowledge is also represented thorugh MAEX’s visual identity, which directly refers to the book ‘Le chirurgien dentiste’, published in 1728 by the father of modern dentistry: Pierre Fauchard. And the italic typography, which is almost calligraphic, evokes a feeling of craftsmanship and personalized dentistry.
By reimagining dental medicine codes we were able to reframe competition as cooperation and progress, and take concepts that might seem like opposites and make them complementary— concepts such as passion and technique, or experience and innovation work together to serve each other—and create a complete and balanced brand.
Credits
ILLUSTRATIONS: MARÍA ALBILLOS
Mentions
BEHANCE / MAIN GALLERY
UNDERCONSIDERATION
THE BRAND IDENTITY
VISUAL JOURNAL