New Zealand Dental Association
"What was unexpected was the degree to which The Cohorts and Unsworth Shepherd were able to collaborate with us, and with each other, to get the best outcome for the Association, their professionalism meant that this major redevelopment of our brand and digital platform was carried out with minimal demand on our internal resources." Kirsten McCarthy
Coordinator for the Rebrand Project
The New Zealand Dental Association (NZDA) has played a critical role in maintaining the quality of New Zealand dental care since it was founded 112 years ago. Today, the NZDA provides advocacy for the profession, and supports continuing professional development and knowledge sharing.
The Cohorts were engaged by NZDA to reinvigorate their visual and verbal communications from the inside out to remain relevant to new generations of dental professionals and increase the Association’s public profile. This required The Cohorts to project manage a complete overhaul of the Association’s brand and digital platform, for the public and NZDA members.
“We worked with our brand strategy and design cohorts, Unsworth Shepherd, to look at how the existing NZDA brand could be evolved so that we built on the brand’s history, and the high level of recognition and trust it had amongst the NZDA membership,” says The Cohorts Reuben Reid.
A series of brand workshops were run with the NZDA to identify the core elements of the brand.
“As advocates for the dental profession the new identity and language needed to represent unity and collegiality,” says Unsworth Shepherd’s John Shepherd. “Through the brand workshops four key pillars were identified to express the organisation's purpose; Represent, Support, Advance and Inform. A new tagline 'For the common good since 1905' helped anchor the Association's vision and convey its history.
“The history of the NZDA was referenced by linking the visual identity back to the original coat of arms and shield. Hidden within the coat of arms was one image that could be a powerful symbol to connect everything together - the torch. Torchbearers are traditionally beacons of truth, inspiration and enlightenment. The torch became the brand's new symbol of leadership.”
The master marque has been incorporated into a series of logo lockups for the national branches, funds and the annual conference - all developed to provide a robust and consistent graphic system.
The revitalised brand was then applied to a variety of new print collateral for the NZDA, and taken into the new online platform.
The development of the website and online platform was a substantial and technically challenging project with requirements for multi-channel dashboards, e-commerce ordering, and integration with internal systems and service APIs. The Cohorts goal was to deliver all aspects of it, including complex data migration and integrity checks, with minimal impact on the day to day business of the NZDA, and to achieve a completely smooth transition for their team and their members.
Professional and regulatory confidence in the integrity of the site was a primary concern of the NZDA in the recording of continuing professional development (CPD) activities, which they manage on behalf of the Dental Council, as a requirement for the continuing certification of practitioners. The NZDA online platform also connects members with CPD course providers, and provides an e-commerce functionality to enable members to register and pay for courses online.
Data on CPD hours is logged by members to ensure that professional development requirements are met, as required. Given this, the NZDA placed the highest priority on the accuracy and security of online data collection and storage.
“What was unexpected was the degree to which The Cohorts and Unsworth Shepherd were able to collaborate with us, and with each other, to get the best outcome for the Association,” NZDA’s coordinator for the rebrand project, Kirsten McCarthy, says. “Their professionalism meant that this major redevelopment of our brand and digital platform was carried out with minimal demand on our internal resources.”