As the ABO approached its centennial anniversary, it sought to revitalize its brand and reaffirm its position as the gold standard of orthodontic care in the modern orthodontic landscape. 

Through focus groups, competitor analysis, and industry research, HALCON gleaned insights into the current state of the ABO relative to its diverse stakeholder perceptions and the greater industry climate. Weeks of research and analysis yielded a strategic brand strategy that resonated with its audience and positioned them as the leading authority in orthodontic excellence, solidifying their role as a pioneer in the field.