A startup company had created an ergonomic solution that was poised to revolutionize dentistry by dealing with its hidden problem – debilitating back pain amongst dentists. For decades, dentists had been told that the solution was to sit perfectly upright, and as an audience, they were convinced they had seen everything there was to offer. The AnterioRest needed an image and message that would speak directly to the issues and present the device as the “of course!” solution they had all been waiting for. Identity, branding, messaging and the web experience were crafted around positioning the AnterioRest as a fresh, new, and strong presence in the dental equipment space. Everything from message angles and word choices, to color, layout and typography were selected to form a resonant presence that would instill a sense of pedigree and expertise, along with the perception of a crisp, efficient solution to a longstanding problem.