Transforming dental billing
‍Wisdom provides industry-leading, AI-powered software and services for dentists, allowing them to maximize their bottom line while focusing on better patient outcomes.  Funded by Juxtapose, an investment firm focused on building and funding the next generation of industry-defining technology businesses, and with a new world-class leadership team in place, Wisdom needed a brand that would support a new category of AI-driven dental software.

Making dental practices work better for everyone
‍An extensive immersion phase led us to several key strategic insights that created a clear jumping off point for brand positioning:

Position Wisdom as a true paradigm shift for the business of dentistry.

Showcase Wisdom’s ability to revolutionize the billing process, and modernize what it means to run a dental practice.

Communicate Wisdom’s billing experts as a holistic solution to strengthening patient outcomes.

Place Wisdom at the apex of custom-built technology and people-focused dental billing.

Mission
‍Wisdom blends industry expertise with advanced technology to make dental practices work better for everyone involved. We match administrative teams with expert billers and custom-built technology that take on the heavy lifting of insurance verification, claims scrubbing, and payment collection more efficiently and effectively, so you can maximize your time in-office and your bottom line.‍

Vision
‍To make the future of dentistry stronger and more sustainable for dentists, their teams, and the patients they serve.

"We really enjoyed partnering with A LINE to bring the Wisdom brand to life. They did an amazing job of working with both the Juxtapose and Wisdom teams to uncover, distill and embody a brand that strikes a harmonious balance between modernity, approachability, and the integration of technology with human-centric principles. We can’t wait to see where Wisdom goes from here".
Kateryna Romanova, Venture Design lead, Juxtapose

Dentistry plus data.
‍Centered around the fusion of dentistry and data, we crafted a distinctive visual identity based on a system of dynamic infographics.

Approachably familiar. Uniquely distinct.
‍The design concept is anchored in rounded, mouth-like shapes that inform an array of expressive charts, graphs, and statistics. The logo, embodying both a tooth and the letter 'W,' symbolizes the brand's dental focus, while also evoking the image of an open mouth. Supporting these visuals, our spot illustration style is designed to complement the infographics, while also being used as stand-alone iconography when needed.

Grounded. Charming. Ingenious.
‍Building on the “grounded” and “charming” personality traits defined in our brand strategy, we selected typefaces that mirror the organic forms found throughout the system. The inviting curves of ITC Clearface imparts a practical approachability, while the practical sturdiness of ABC Marfa adds an element of charm.

The color palette has a sense of freshness that feels differentiated in the space, while retaining a warmth that feels familiar to the core audiences.

The new brand was launched in March 2024 at the Chicago Dental Society Midwinter Meeting. The A LINE, Wisdom, and Juxtapose teams worked hard to hit the ground running with a new website that communicated the brand positioning and visual identity, as well as support Wisdom's lead generation requirements.

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"A LINE was a fantastic partner along our journey to create a new era of dental billing. By deeply understanding our business goals and objectives, they helped build a brand that really delivers on our vision of making the future of dentistry stronger and more sustainable for dentists, their teams, and the patients they serve" 

Stoyan Kenderov, CEO, Wisdom