Modernizing the Voice of A Legacy Dentistry
The Problem
Bayan Dental has long been a household name in Kuwait. But as the dental category grew noisier, with every clinic claiming to be “the best”, Bayan needed a clearer edge. Something more than just clean teeth and high-tech tools. The insight here is that people don’t connect to dental clinics through procedures, they connect through doctors, emotionality, and that post-appointment smile. Our job was to give the brand a voice as comforting as its care, and remind people why they chose Bayan Dental to start with.
Services
Brand Strategy
Social Media Strategy
Campaign Strategy
Brand Activations
Location
Kuwait
Industry
Dentistry
Collaborator
Mohammad AlShamali
Twenty Two Visuals
Retrodict
Step 1
Bayan Dental’s Emotional Strategy It started with a brand audit. We reviewed Bayan Dental’s digital presence, in-clinic experience, and market perception. What we found was a gap between how patients felt and how the brand communicated. The clinical reputation was there. But the warmth, trust, and familiarity patients spoke of wasn’t being expressed. The audit paved the way for a reworked emotional approach. From that shift came a full social media strategy overhaul. We restructured the content pillars, recalibrated the brand tone, and reframed Bayan’s presence to feel more personal, poetic, and people-first.
Step 2
20 Year Anniversary To anchor the repositioning, we launched Generational Smiles | ابتسامة لكل جيل: A brand campaign that honored Bayan’s cross-generational patient base while inviting a new one in. The campaign direction paid tribute to families who’ve grown with Bayan through a master video, supplementary photography, and an emotional brand activation.
Step 3
A Brand Grounded in Trust Today, the Bayan Dental brand doesn’t shy away from its legacy, it builds on it. Through positioning, digital strategy, and a campaign rooted in belonging, Bayan Dental redefined what it means to be a dental brand in the modern age. It’s still an expert, and still familiar. But now, it speaks with clarity, and smiles with purpose.
