Afdent Dental

People hate going to the dentist, but they love going to Afdent. That was the key insight we had to keep in front of us, when the Afdent team renown in the dental industry for bucking conventionality decided to place the stewardship of their brand in the hands of an upstart agency dedicated to doing work that mattered. That was 2009.

Faced with increased competition from corporate behemoths like Aspen Dental flush with private equity capital - in the hundreds of millions - and staring down the barrel of the global recession, Afdent quietly went about their business and focused on what mattered most - providing the best dental experience in the industry. With friendly faces, expert doctors from the best dental schools in the country, and ancillary staff whose expertise might make less seasoned dentists blush, Afdent absolutely cracked the code on applying the Nordstrom experience to dental care. So when Firevine was charged with the task of strengthening the Afdent brand by driving revenue growth, while leveraging an advertising budget 25% less than pre-recession figures, we took a deep breath . . . and smiled.

Taking the gloves off for Afdent meant focusing first on the people who needed the dentist most - those suffering from dental emergencies. The first of two TV 30s was developed that was radically different from anything the industry had ever seen. "Afdent Mancave" co-opted a familiar cultural meme, and was an instant hit. Backed then with the whimsical music-themed "Toothache Jazz," Afdent was firmly established as the place to go for dental emergencies, but we didn't stop there. The next round of high impact spots was developed to execute on the strategic decision to maximize the frequency of Afdent's schedule in light of their reduced budget. Utilizing videos with a YouTube look and feel, and the succinct truth that "toothaches end at Afdent" - we further penetrated the consciousness of would be dental sufferers and now had the data to prove it.

In a time that saw one behemoth competitor close over 100 offices, Afdent thrived. With emergency patient traffic 400% over industry benchmarks, we created and executed within Afdent's budget and in three years have accomplished their goal of increased revenues more than 30% above industry benchmarks. Not bad for an industry where no one wants to walk within 100 ft. of your door. But then again, Afdent's no ordinary dentist . . . and we're no ordinary ad agency.

Delivery Concepts, INC.

Delivery Concepts, Inc. builds the most innovative hot and cold food delivery solutions on the planet. Problem was they weren't telling anyone. Not due to any fault of their own, as they were busy building a world class organization. A family owned company for over 20 years rooted firmly in the vehicle conversion intellectual capital hotbed of the world, DCi's commitment to research and development and customized solutions has led to deals with high profile restauranteurs like Connie's Pizza and Hardrock Cafe, as well as to exclusive relationships such as the one enjoyed with the Kona Ice Franchise.

Convinced of the need for a redesigned website that accurately reflected their position in the marketplace and capitalized on the online market, DCi sought a partner who could deliver an industry best site that accomplished those goals. In a single meeting when work was shown, philosophies discussed, and cigars chewed, it was clear DCi had found its match. The partner? Firevine. As the company founder said, DCi was "all in."

As our team got to work, it quickly become evident that more than a website design project, the immediate challenge was one of strategic branding. The first item at hand was establishing a framework for decision making. Who was DCi? Why did the company matter? What was going on within the competitive set? As different strategic positioning and purpose statements were discussed, a singular vision chrystalized. DCi was to be the worldwide leader in food transport innovation. And with that came the theme line: "Innovation in food transport."

With the strategic identity established, the next step was extending this position across meaningful touch points beginning with the visual corporate identity. Multiple icons and logotypes were developed and presented to all stakeholders, feedback was shared and the new logo finalized. Next the website was developed, implementing beautiful city scapes suggesting DCi's national footprint, and 3 dimensional models developed for each of DCi's 9 vehicle solutions that allowed for 360 views for mobile viewing compatibility. Completing the first phase included the development of a unique and modular collateral piece designed to meet multiple objectives including trade show distribution that could also serve as a direct mail piece.

Since the completion of this initial phase, DCi has signed an international distribution deal in Canada, and gotten the attention of world's largest restaurant franchise - Subway.

Nimet Industries, INC.

As an advertising and design shop we are flexible in working with our clients in a handful of contexts. Most of the time we are the full service Agency of Record. In the case of Nimet Industries, we were contacted by a consultant hired by the company to source the execution of specific marketing initiatives. Firevine was chosen to develop the visual communications.

The design brief included the need for a new corporate identity consistent with Nimet's position as a leader in proprietary metal finishes used in the aerospace, medical device, and machining industries. Also developed was a series of oversized postcards to drive awareness amongst the engineers needing enhanced characteristics such as lubricity and wear resistance in their products - characteristics delivered by Nimet's finishes. Lastly, in an effort to execute not only breadth but depth of information, we designed Nimet's new corporate website.

Not only did these efforts attract the attention of Nimet's customers, but the largest metal finishing company in North America, as Nimet was acquired by Pioneer Metal Finishing. And when Pioneer Metal Finishing needs something from Firevine, they call us direct.

Souldier

Coming Soon...

Bulldog Auto Parts

Bulldog Auto Parts is the latest entrepreneurial brainchild of a 60 year old metal processing organization so steady in it's growth and so stealthy in it's strategic mission, we're sworn to secrecy over the true identity of the parent company and their plan for scrap metal world domination. Okay, that last bit's not totally true.

But when Bulldog came to us with a desire for a distinct advertising campaign, we couldn't help but notice during discovery a direct competitor who did seemingly have designs on industry domination. This via a big ad budget, over 300 national locations, and the physical giftings of a backward hat wearing Megan Fox look-a-like spokeswoman with a wink and million watt smile.

So how were we going to deliver not just a distinct campaign, but one that actually strengthened the Bulldog AutoParts brand and instilled confidence in the business model for the roll-out of additional locations in light of competitive messaging and clout? Enter the anti-Megan Fox.

Spawned by the insight that men who work on cars are far more than gear heads suckered by a pretty face, we highlighted the qualities of self-sufficiency, resourcefulness, and knowhow these men display in their true love affair - the one with their car. The resulting campaign - "Bulldog Man" - anchored by a 30s TV spot that won gold at the 2012 Addy Awards solved this particular challenge, and instilled future belief in the business model.

Home Management Resources

Home Management Resources is a 30 year old non-profit dedicated to equipping families with the resources and tools for a more balanced, productive, and responsible home life. Operating with the belief that stronger communities begin with stronger homes, the organization partners with government agencies, churches, other non-profits, and individual donors and volunteers in providing in-classroom teaching and home skills development to anyone who has need.

When HMR board members approached Firevine, there was a clear determination to modernize the image of the organization with a uniquely designed, multifaceted web presence that would educate visitors about the benefits of the curriculum as well as invite people to get involved.

Of course, as a non-profit operating almost entirely on donations and government grants, HMR didn't have a huge budget to support it's lofty goals. A content rich website with a small footprint, beautifully designed user interface, and content management system allowing quick updates proved to be the perfect high impact, on-budget solution. The icing on top? Web video testimonials from individuals whose lives were genuinely impacted by HMR's program, just as we continue to be genuinely impressed with HMR's vision for better families and stronger communities.