Filgiano Dentistry


say what! brand creation & marketing campaign


The Challenge

This Markham, Ontario dentistry was facing multiple challenges – increase in competition, a changing demographic and the eventual expansion to introduce an additional dentist. say what! was hired to create their website, but once we did a deep dive, we redefined the program to a total rebrand.


The Solution

say what! worked with key management through the brandLove process and identified the Filgiano positioning as “Dentists you like”. This was supported through patient feedback that confirmed that they enjoyed their visits and some families were five generations. To build content for the campaign, we organized a wine and cheese event for 100 of the clients and took video and photo testimonials and gained a firsthand understanding of the existing target market. The launch of the new brand included website, youtube, facebook, building signage and uniforms. To reach the street level, we set up street festival events of basketball and hockey to tie into their commitment to youth and the community.


A brand with a smile

Positive feedback on the new look and feel of the dentistry from the community and existing patients. New walk-in patients because of the new signage and online presence.

here are some other things we brand