The Brief:
The British Dental Conference & Dentistry Show (BDCDS) is the UK’s leading dental event, held annually at the NEC Birmingham. Our goal was to deliver an impactful event branding design that would unite clinical and technical communities under a vibrant, modern campaign. Co-located with the Dental Technology Showcase (DTS), the show draws thousands of dental professionals — from dentists and hygienists to technicians and practice managers — for two days of learning, discovery and networking.
As the primary destination for dental professionals, the event features CPD-accredited education, top-tier suppliers and hands-on training. While BDCDS covers clinical developments, DTS highlights advances in lab equipment and technician workflows. Together, they showcase the evolving dental industry, and the refreshed branding had to reflect this dynamic synergy. Above all, the identity needed to feel cohesive across digital, print, signage and advertising — while maintaining clarity and energy at every touchpoint.
Design Approach:
To ensure standout event branding design, we created a graphic-led identity based on a dental X-ray illustration — a bold depiction of an open mouth. This creative solution blended relevance and originality. Instantly recognisable to the audience, it provided high visual impact across posters, digital ads, and conference signage.
We adapted the colour palette to differentiate campaign assets while maintaining visual cohesion. Each background hue aligned with the tone of the show and helped individual assets feel fresh without losing consistency. This rotating colour strategy kept the campaign visually interesting across multiple channels.
For DTS, which focused on dental technicians, we created a version of the artwork with a visible root canal filling — a subtle nod to the technical nature of the event. This distinction enabled the two brands to remain connected yet independent, strengthening the broader campaign system.
You can see more of our thinking in this creative campaign for advertising projects — where strategic clarity meets bold execution.
In the end, our event branding design gave the show a confident and modern new look — one that united clinical and technical fields, energised the audience, and reinforced BDCDS as the dental industry’s must-attend event.
