Wisdom is an innovative new full-service billing company partnering with dental practices to outsource insurance collections and patient billing.

Leveraging a unique combination of custom-built AI technology and highly experienced billing professionals, Wisdom is transforming the way dental practices support their patients through a new, modern approach to dental billing.

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.

Transforming dental billing.
With competitors offering solutions that either overcomplicate or oversimplify an essential process, Wisdom balances cutting-edge technology, deep industry expertise, and modern design thinking to work for and with dental practices.

From the outset, the objective of the new brand was to establish that the business’s transformative approach, is tech-forward but rooted in deep human expertise and control that feels human, personable, and service-oriented.

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 side 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.

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

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.

Drawing from the brand’s “grounded” and “charming” personality traits, our choice of typefaces mirrors the organic forms found throughout the system. The inviting curves of ITC Clearface impart warmth, while the practical sturdiness of ABC Marfa adds a touch of charm. The color palette infuses both warmth and cleanliness, creating clear differentiation among competitors while remaining comfortable and familiar to the audience.

The new brand was officially 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 new brand positioning and visual identity, as well as supported Wisdom’s lead generation requirements. Additionally, print collateral, event signage, and tradeshow materials were created to support the brand’s presence.