A husband/wife pediatric dentist duo were opening up a new practice with its own unique brand identity in upscale Noblesville, Indiana. They wanted a brand identity that was whimsical, fresh, and clean that their customers (pregnant women, moms, and children) could really connect with on multiple levels. The moms of Noblesville are extremely well-read and self-educate themselves on anything pertaining to their child’s health. Having choices for the most natural/organic solutions are a big winner for these moms. Noblesville Kids didn’t want to come across as preachy or redundant in their marketing material. But since oral hygiene is extremely important for not only adults but also children and even babies, their brand collateral had to be educational yet still engaging and even uplifting. It was extremely important to brand the experience so a trip to these dentists is seen as a fun day and not a typical mundane visit. The key to success for this brand identity is “connect-ability” with the local community and target clientele. The Test Monki design solution focused on a brand vision that had relevance beyond the literal interpretation of “Growing Healthy Teeth” for the pediatric dental patients. It also leveraged the close proximity of farms and the importance of all things organic. We turned their brand vision of offering a more natural solution and paired that with the fact that these are growing children into the underlying theme (and tag line) throughout their identity—“Growing Healthy Teeth”.