42 North Dental

Transforming a Dental Provider Into a Leading Dental Support Organization

The Challenge

Gentle Dental, a dental provider based in Massachusetts, was known for its strong community presence, quality care, and price-focused lead generation. After making several large acquisitions, they needed to update their brand strategy to accommodate their growth and modernize the look and feel of the brand while increasing the profile of clinical care and doctors — all while retaining the core elements that made Gentle Dental great.

The Solution

CS Brand Group conducted research that analyzed the viability of Gentle Dental. Based on our findings, we recommended the creation of 42 North Dental as a new brand to sit above Gentle Dental, cohering multiple brands under a Dental Support Organization (DSO). The new name spoke to the region and heritage (Gentle Dental is located on the 42nd parallel circle of latitude) and we created a new logo and messaging framework that communicated the brand’s leading position across their website and other marketing materials.





Supporting the CEO, CMO, and the Director of Marketing, CS Brand Group continues to evolve the brand from an Acquirer of Choice perspective with marketing campaigns that leverage existing tools and assets.

Let’s work together to unlock growth potential in your business.

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