Brand Strategy / Brand Blueprint · Buyer Persona Development · Brand Messaging · Communications Playbook · High-Level Marketing Strategy · Website Redesign · Facebook Advertising · Message Testing · Traffic Campaigns · Lead Generation Campaigns · Engagement Campaigns · Awareness Campaigns · Content Strategy · Social Media Content · Brand Graphic Refinement · Marketing Collateral · Car Wraps · Window Wraps · Blog Content / SEO
First Impressions Pediatric Dentistry & Orthodontics
A practice families already loved — now with a brand and marketing system that proves it.
Healthcare · Pediatric Dental · Orthodontics · Multi-Location · Wisconsin
The Situation
First Impressions Pediatric Dentistry & Orthodontics was already a trusted name for families across Wisconsin. With 11 locations, multiple specialties, and a long-standing reputation for compassionate pediatric care, the practice had built strong word-of-mouth and deep community trust. But its older digital presence did not reflect the scale, quality, or differentiation of the brand. Today, the site clearly presents core services including pediatric dentistry, orthodontics, oral surgery, frenectomy-related care, locations, team members, and brand differentiators such as integrated care and a judgment-free approach, which underscores just how important that rebuild was.
For a growing multi-location practice, that gap matters. Families searching online need to quickly understand what services are offered, where they are offered, what makes the practice different, and why they should trust the team. First Impressions needed a stronger brand foundation, a much more polished website, and a more active marketing system that could support visibility, education, differentiation, and ongoing growth across locations and specialties.
What we Built
Brand Strategy / Brand Blueprint
We developed a full Brand Blueprint to strengthen the strategic foundation of First Impressions Pediatric Dentistry & Orthodontics. As with our broader brand strategy process, this included competitor and positioning research, buyer persona development, complete brand messaging, a communications playbook covering brand personality, voice, tone, and style, and a high-level brand execution and marketing strategy. This work helped clarify how the brand should show up across specialties, locations, and audience touchpoints while sharpening the language around what makes the practice different.
Marketing Collateral and Environmental Graphics
We created a range of marketing collateral, especially postcard-style materials, along with custom-designed car wraps and office window wraps to extend the brand consistently into physical environments across locations.
Content Strategy and Social Media Relaunch
We created a content strategy and helped relaunch social media with fresh, on-brand content following the rebrand. The goal was to make the brand feel active, helpful, and aligned with the new website and messaging direction while supporting visibility across specialties and community touchpoints.
Website Redesign
We redesigned the website to better reflect the scale and sophistication of the practice. The previous site was outdated and did not do a strong job of organizing services, showcasing the team, or communicating the brand’s differentiators. The current site now presents dedicated service pathways, a strong home page narrative, team pages, location pages, educational content, and clear calls to action — giving families a more polished, trustworthy, and informative experience.
Check out the Before and After!
Campaign Strategy and Paid Social Advertising
Our work extended far beyond simple lead ads. We started with message testing and then built a broader paid campaign system across Facebook, including traffic campaigns, lead generation campaigns, engagement campaigns, and awareness campaigns. We developed and tested a wide range of creative concepts for different services, different audience needs, and different differentiation angles so the brand could continuously learn, refine, and improve performance over time.
Brand Refinement and Supporting Graphics
We refined the visual system by tidying up brand colors and fonts and developing new brand graphics and icons to create a more cohesive experience across digital and print materials.
Ongoing Blog Content for SEO
We continue to support the brand with blog content designed to strengthen the website, improve SEO, and provide helpful educational content for families. The current site’s blog and educational structure support that broader content-driven visibility strategy.
Client Testimonial
..having someone bounce that idea back and forth with me and challenge me to be better and think a little bit bigger than what I thought was the correct answer was so refreshing because you don't find that often. There's not a lot of creative brains that can work that way, but then can also get down into the tactics and get the work done...
Client Testimonial
..What I enjoyed so much working with Lina is getting into those really finite details that a lot of people just don't like. And they don't see that depth and importance of those details and having someone bounce that idea back and forth with me and challenge me to be better and think a little bit bigger than what I thought was the correct answer was so refreshing because you don't find that often. There's not a lot of creative brains that can work that way, but then can also get down into the tactics and get the work done.
The Shift
First Impressions Pediatric Dentistry & Orthodontics moved from having a strong real-world reputation paired with an outdated digital presence to having a much more complete and competitive brand ecosystem. The practice now has a website and marketing presence that better reflects the quality of care, the breadth of services, the size of the organization, and the warmth and expertise families can expect.
Instead of relying primarily on word-of-mouth and an older site experience, the brand now shows up with clearer messaging, stronger visuals, more active campaigns, fresh content, and a digital experience that communicates its services, team, and differentiators far more effectively. The result is a stronger foundation for ongoing growth across specialties and locations.
