By radically changing its sales approach, Sinclair Dental has made substantial gains in market share in an otherwise mature industry. When thinking about ways to thank customers for their continued support, it decided to do so with an event where everyone could experience the Sinclair difference. To achieve this, the creative team at TKNL was challenged to design an experience consistent with the "Be Sinclair - Be Different" motto that underpinned Sinclair’s new sales approach.
TKNL focused on the playful side of the company and its distinctive yellow brand colour as a central theme for the event. Focusing on a single colour theme for an event may seem trivial to some―but not to TKNL. After careful review of company branding, we recognized “Sinclair Yellow” as a key to communicating the distinctive Sinclair approach with the guests.
And as a bonus: the chic, friendly environment of the event delighted guests, with some elements of decor making such an impression they were integrated permanently into Sinclair’s offices!
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