From employees to independents

Before being Avanguardia, the Dental Centres of Montesilvano, Martinsicuro and Sulmona were affiliated with Dentalcoop. Wanting to leave franchising to set up on their own, they needed to change their name and appearance, breaking away from the Dentalcoop corporate image, redesigning a style that would be reliable, clean, innovative and at the same time guaranteeing the high level obtained and maintained in the eyes of their customers. Indeed, the greatest difficulty was accompanying the employees, customers and administrators of the three Abruzzo centres during this delicate conversion phase.

Staying ahead. Being innovative and always up-to-date. The name is a common noun, easy to understand, even very direct and cheeky, but it strongly encapsulates the centres’ distinctive features: technology, innovation and wisdom.

The first European avant-garde of the early 20th century was Futurism. Here too, the decision was made to give a clear reference to this movement, in the construction of the logo: a stylised tooth forming the background to the name Avanguardia – dental centre. The font used is not by chance Futura Round.

The development of the corporate identity involved all three locations, from the business cards, to the patient file, appointment cards, letterhead, etc.

Creative direction: Enrico Peca
Visual design: Martina Montemagno
Account manager: Cassandra della Rovere