The Brief
The British Dental Conference & Dentistry Show (BDCDS) is the UK’s leading dental event, held annually at the NEC Birmingham. Co-located with the Dental Technology Showcase (DTS), the show brings together thousands of dental professionals, including dentists, hygienists, technicians and practice managers, for two days of learning, networking and discovery.
As the premier destination for the dental industry, the event features a diverse programme of CPD-accredited education, leading suppliers and hands-on training across both clinical and technological fields. DTS plays a vital role in highlighting the latest advancements in dental lab equipment, digital workflows and technician-focused content.
The combined shows aim to foster unity across the profession, bridging the gap between clinical and technical communities. The refreshed campaign identity must reflect this synergy while delivering a vibrant, accessible and cohesive brand experience across all platforms and communications.
Design Approach
To create a visually striking and conceptually relevant identity for the campaign, we developed a bold, graphic illustration in the style of a dental X-ray, depicting an open mouth. This approach offered a creative twist on clinical imagery—something instantly recognisable to dental professionals—while providing an arresting visual that stood out across print and digital formats.
We leveraged the existing brand colour palette to differentiate key campaign assets, using a rotating set of background colours to distinguish between individual adverts and touchpoints. This not only maintained visual variety but also supported cohesion across the broader campaign. Each colour backdrop was selected to align with the overall tone of the show, allowing us to keep communications fresh while staying on brand.
To tailor the creative for DTS, which speaks more directly to dental technicians and laboratory professionals, we incorporated a root canal filling into the X-ray illustration. This subtle but meaningful variation highlighted the technical, behind-the-scenes nature of the work showcased at DTS. It also created a clear visual distinction between the two events, while still presenting them as part of a unified dental community experience.
