Messaging and Design Bring Clarity to The Claro Group’s Brand

Claro Group - Header Image

The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

See More

the dish
on websites

the largest professional service firm
and association websites at a glance

See More

Brand Thinking
Bleeding edge thinking on branding and marketing


The Academy would like to thank you — the Academy of General Dentists rebrands with a members first approach.

By Joe Walsh and Elizabeth Sullivan
August 7, 2017
The Academy would like to thank you  —  the Academy of General Dentists rebrands with a members first approach.

A great brand evolves from a distinguished past to a bright future.

The Academy of General Dentistry was established to fill a void for continuing education by a general dentist with a passion for constant improvement. 68 years later, nearly 40,000 members share the same passion. Beyond advancing their clinical skills, they rely on the Academy for advancements in practice management, valuable advocacy, and peer-to-peer networking. Today, with countless sources of and new ways to improve, learn and connect with peers, the evolved Academy of General Dentistry brand connects a respected past with its valuable future and the modern face of general dentistry. 

The promise of the brand and the creative brief is simple and straightforward:

The Academy of General Dentistry is run by general dentists for general dentists—helping members be at their best with bright practices that help deliver the best patient care.”

Associating with the word “bright.”

The word “bright” is now the anchor word in all the Academy communicates.  It has a purposeful double meaning in the context of the brand. Obviously, there’s the clean, shiny, vivid, polished meaning of the word, but also…intelligent, sharp, animated, cheerful, likely to be great.

A new approach to communications helps members shine.

The heavily researched rebrand takes an older, institutional approach to brand communications and puts the focus on the members who help make the organization thrive. The new begins with a modernized version of the flying A logo with three colorful strokes representing education, advocacy and networking. The stars of the new brand are general dentists, their stories and the benefits of membership. In the samples below, you can see a fresh and bright new website, membership drive materials and adaptations of the new logo for important sub-brands, spanning chapters, special programs and offerings.