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When Thompson Suburban Dental Laboratory came to us for a web redesign, they were not the local small business they had once been. Their responsiveness to new products and breakthroughs in technology had made them a mature regional lab able to surpass their chief competitor—China—in quality, personal service, and speed of delivery to busy dentists.

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Identity Crisis

We wanted our client’s website to look as current and professional as they are. Then came the rub. TSDL was reluctant to redesign their logo. Their existing logo had been with them from the beginning and was immediately recognized by their customers. Dropping it felt like dropping their identity, and that carries an emotional toll. But their identity had changed. Their logo needed to change to keep up.

Money Matters

Then there was the financial cost. TSDL’s logo was everywhere: in their office space, on their supplies and uniforms, on their marketing materials. Everywhere. Were they willing to bear the dollar cost of dropping an old, reliable logo for a new, untested one?

Smiles All Around

Once they took the leap of faith and embraced the logo redesign, they never looked back. The result is a clean and appropriate look for a business that uses technology to restore natural beauty to smiles. We are all smiling now.