For the Amsterdam die-hards
A specialized youth dentist who comes to the children.
At Jeugdtandverzorging Amsterdam (JTVA) more than 80 people work, from dentists, assistants, office staff to movers of the mobile units. The dentists come to the children and work in 200 schools and with a number of mobile units in Amsterdam. They have four permanent practice locations where they receive children from 12 to 18 years old.
Jeugdtandverzorging Amsterdam (JTVA) invited Mattmo Creative to help them with a repositioning and rebranding. JTVA felt that their image was outdated and wanted a new house style and resources to become more visible and recognizable in the Amsterdam region. There are approximately 29,000 children between the ages of 4 and 18 in Amsterdam who do not go to the dentist. We do not reach a large part of our target group, why? What are we not doing well?
Strategy workshop, positioning and corporate identity development
In an intensive strategy workshop with decision makers and key persons of the JTVA organization, we addressed the issue. First of all, it was important to arrive at the uniqueness of the organization: who is JTVA, what characterizes and drives them. Together we analyzed the situation, the competitive playing field, the strengths and weaknesses of the organization, critical factors and USPs and arrived at a positioning.
In close consultation, we appointed mission, vision and strategy, the distinctiveness and the desired image, to arrive at the brand essence and core values of JTVA. We summarize these in a brand platform that also includes the brand personality.
We then analysed the corporate identity and marketing communication and the communication tools, with advice per communication tool. We analysed how the communication with the target groups went and set out the current and desired ‘touch points’ with deployed communication tools in a clear matrix. Based on all output and analyses, we arrived at a new corporate identity and communication strategy.
New corporate identity
The named brand essence and core values could now be translated into a visual identity. We advised to express the new identity in a new name, however, JTVA did not opt for this. Our challenge therefore also lay in designing a house style that reflected the values, while retaining the name.
For the visual identity, we opted for a contemporary, fresh blue colour and cool, cheerful fonts, which are playfully combined with pictograms. The new house style must appeal to parents, but especially to children aged 4 to 18 – and also to insurance companies as stakeholders. The style elements are robust and therefore make JTVA immediately recognisable as the sender, even when used as separate elements. This makes the application of the house style very flexible and versatile. In the photography style, the emphasis is on portrait photos of the JTVA team members who radiate the core values: expert, flexible, unorthodox, personal and fun. This makes the threshold for having your teeth – and especially your children’s teeth – taken care of by JTVA very low. Photography of children and young people is cheerful and reflects the multicultural composition of the target group.
Communication tools
The new house style has been developed into basic materials, such as stationery and all communication media that support the visibility of JTVA. This concerns both the interior and exterior of their locations, including facade lettering that is executed in neon and recognizable mobile treatment centers. Of course, the house style has been applied to all information media, from website to company clothing, flags and appointment cards.
After the introduction of the new house style, the first goal was to set up and make the basic process more efficient, to ensure that parents would register their children with JTVA (conversion). Then a campaign could start to recruit in the entire Amsterdam region.
The impact
Jeugdtandverzorging Amsterdam has a contemporary, fresh, eye-catching and recognizable identity with the desired look after the rebranding. The visibility and recognizability of JTVA has been greatly increased. Everything has been put in place to reach parents and children in an accessible and recognizable way and to recruit them as customers.
