Brand Strategy · Brand Blueprint · Buyer Persona Development · Brand Messaging · Communications Playbook · Marketing Collateral · Tradeshow Assets · Website Design & Development · Advertising Strategy
FI Group
A dental practice management company needed a brand that could speak to two very different audiences — and do both with clarity and confidence.
Healthcare · Dental Practice Management · Pediatric Dentistry · B2B Services
The Situation
FI Group sits behind one of central Wisconsin's most trusted pediatric dental practices. But the company itself serves a different purpose than patient care — it handles the business side of running a practice, from operations and HR to recruitment and administration, so dental professionals can focus on what they do best.
The challenge was that FI Group was operating without a distinct brand identity of its own. Its connection to First Impressions Pediatric Dentistry was an asset, but the company needed to stand on its own — credibly speaking to prospective employees, potential partner practices, and industry stakeholders who needed to understand what FI Group does, what it stands for, and why it's worth their attention.
The work required navigating a dual-audience reality: one voice for candidates being recruited into dental practice careers, and another for the professional and business side of practice management. Getting that balance right — without diluting either message — was central to everything we built.
What we Built
Brand Strategy / Brand Blueprint
We led FI Group through a full Brand Blueprint engagement, establishing the strategic foundation the company needed to show up with consistency and confidence across every audience. This included deep competitor and positioning research, full buyer persona development for both the recruitment and practice management sides of the business, brand messaging and a core narrative, and a communications playbook that defined voice, tone, and how to adapt across contexts. Mission, vision, values, and brand philosophy were also developed as part of the foundation — giving FI Group the internal clarity to match its external presence.
Marketing Collateral
With the brand strategy in place, we developed a suite of print and digital materials to support two distinct use cases. Recruiting 2-pagers were built to attract qualified candidates into dental practice careers — communicating culture, opportunity, and what it's like to be part of the FI Group team. Service 2-pagers were built for the practice management side, giving the company a professional leave-behind that clearly communicates what FI Group offers and why it matters to a dental practice looking for operational support.
Tradeshow Assets
FI Group needed to show up with intention at industry events. We developed tradeshow booth assets designed to make an impression in a professional conference environment — visually consistent with the new brand, clear in their messaging, and built to support real conversations on the floor rather than just decorate a table.
Web Design and Development
We designed and developed the FI Group website to serve as the brand's primary digital home — one that could speak to both audiences without making either feel like an afterthought. The site covers who FI Group is, what they offer on the practice management side, and what a career with the organization looks like, with calls to action mapped to each audience's next step. The design reflects the professionalism and credibility the brand needed to establish in its market.
Advertising Strategy
We developed an advertising strategy to support FI Group's recruitment goals — identifying the right channels, messaging angles, and approach to reach qualified candidates in a competitive hiring environment. The strategy gave the team a clear framework for paid efforts rather than leaving those decisions to guesswork.
The Shift
FI Group moved from operating in the background to showing up as a brand in its own right. With a full strategic foundation, a consistent visual and verbal identity, and a suite of materials built for real-world use, the company has what it needs to recruit effectively, represent itself professionally at industry events, and communicate its value to the practices it serves.
The work didn't just create assets — it created alignment. Every piece connects back to a clear brand story, so whether someone encounters FI Group through a 2-pager at a tradeshow or lands on the website after a job search, the experience is consistent and credible.
