Abano Healthcare
Brand Refresh
The designer behind Pronto Studio, Melissa, worked on this project with Abano Healthcare as an employee.
Year
2023
Client
Abano Healthcare
How I Turned a Branding Crisis Into a Bold, Fun, and Energetic Identity—in Just Four Days
Overview
Abano Healthcare, one of Australasia's largest dental support organizations, needed a fresh visual identity to stand out in the competitive dental industry. With only four days before a major conference, I jumped in to create a bold, playful, and vibrant brand refresh that completely transformed how Abano presented itself. This quick turnaround was one of my proudest moments, showing just how much can be achieved when you blend creativity with a clear vision (and a little adrenaline).
The Challenge
Abano’s branding felt outdated and uninspiring—a far cry from the energy and personality of the people behind the company. Their competitors were already leaps ahead in the branding game, which made it even harder to attract top-tier clinicians.
Initially, the branding task had been handed to an external agency, but just days before the deadline, they couldn’t deliver. The pressure was on, and with a conference looming, I stepped in to take the lead.
My mission? Create a bold new look that would stop people in their tracks and make Abano stand out for all the right reasons.
The Solution
To breathe life into Abano’s brand, I knew it needed to feel modern, approachable, and full of personality. I started by ditching the dull tones and introducing a bright, playful color palette inspired by brands like NIB—fun, fresh, and a little unexpected for the dental world. Typography became a key part of the refresh, with a bold, professional font that balanced approachability with confidence. Then came the swirl: a signature design element full of movement and energy that tied everything together. The swirl wasn’t just a design choice; it represented connection, momentum, and the fun Abano brings to the table. Every detail of the brand was crafted to reflect the team’s lively, people-focused culture.
The Execution
With just four days to turn this around, I rolled up my sleeves and got to work. Starting from scratch, I reimagined every element of the brand to ensure it was cohesive, modern, and full of energy. The refreshed identity came to life through bold, vibrant brochures, business cards, and presentation materials that aligned perfectly with the new direction.
For the careers website, Alex and Liam played a crucial role in project managing the transition. I provided the bold, energetic assets and creative direction that Smart Recruiters later transformed into an interactive and engaging platform designed to attract clinicians. Alex and Liam were instrumental in ensuring the website launch aligned with Abano’s objectives and conference deadlines, keeping the process streamlined and on track.
To ensure consistency across all touchpoints, I created a detailed style guide that became the foundation for rolling out the new brand. Corporate presentations, conference collateral, and even desktop screensavers were also revamped to align with the refreshed identity. Every detail was carefully considered to ensure the brand told a cohesive and exciting story from the first glance to the last impression.
The Impact
The refreshed brand launched at the dental conference, where it made an immediate impact. People noticed. The bold colors, playful swirl, and modern typography grabbed attention and sparked conversations, exactly as planned. Internally, the refresh gave the Abano team something to feel proud of—an identity that finally reflected their fun, creative, and energetic culture. Externally, it helped Abano stand out in the competitive dental market, attracting the attention of clinicians and positioning them as a fresh, exciting choice.
And here’s the kicker: it all came together in just four days. This project isn’t just a highlight of my time at Abano; it’s proof of how powerful a clear creative vision can be.
Reflections
Working on the Abano Healthcare brand refresh is one of my proudest achievements. With just four days to deliver, it was a whirlwind of creativity, problem-solving, and late nights. But seeing the final brand come to life—and the way it was received—made it all worth it. This project shows just how much can be achieved with a bold idea, a clear plan, and a whole lot of heart.
Abano Healthcare: Before the Refresh
When I first began freelancing for Abano Healthcare, the brand was facing significant challenges. It had a dull, uninspired identity that blended in with competitors rather than standing out. This lack of distinction, coupled with a dated image, contributed to a negative perception of the brand, creating a sour stigma within the dental industry.
The struggles extended beyond just perception. Clinician retention was a challenge, with high turnover rates and difficulties in maintaining experienced professionals. It became clear that the brand's visual identity wasn’t just affecting external perception—it was impacting internal morale and culture.
The Abano Healthcare Brand Refresh was an opportunity to completely redefine how the brand was perceived. By injecting life, colour, and personality into the brand, I aimed to elevate its presence, position it as an industry leader, and help shift the narrative toward positivity, growth, and pride.
This project, completed during my time as a freelancer for Abano Healthcare, was the foundation for the revitalized image that you see today. It set the stage for Abano to stand out from competitors, foster a better connection with its clinicians, and help turn the tide on its challenges.
