Fluence

Historically, Fluence had delivered their services through a single, full-scope engagement model. But as their client base evolved, they saw an opportunity to offer more flexibility — allowing dental practices to choose the level of support that best fit their growth stage. Fluence needed a naming convention that clearly communicated the differences between offerings, that still felt like a natural extension of their brand.

To that end, I developed a naming structure that speaks directly to how clients see themselves — Independent+, Collaborative+, and Comprehensive+. This approach reframed service levels not as a hierarchy, but as a reflection of each practice’s identity and preferences.

The “+” symbol added a sense of energy and value — and connected directly to existing brand language, like Fluence’s tagline: “You + Fluence = The Power of Us.”