The agency was commissioned by ‘The Office of Chief Dental Officer’ to create a new brand and visual style which would reflect the importance of oral healthcare. The final chosen logo was a ribbon style smile, which allowed a variety of other icons to be created in a similar style. This smile created an easily recognisable icon and, when coupled together with imagery, made strong a visual style. The feedback which the client has been receiving from colleagues and partners has been extremely positive and have now commissioned Cube to create national campaigns to promote oral hygiene.