Supertooth is a new dental office located in the lower Queen Anne neighborhood of Seattle, Washington. It’s an urban neighborhood with a mix of higher income young professionals and families. The neighborhood already has many established dental offices. To help the new office stand out, and attract the young professionals and families, we developed a position for the dental office based on a superhero’s playboy alter ego. Starting with the name, and extending it to an entire brand system, the goal was to communicate a company that is modern, fun and sophisticated.