Dental Members Australia

DENTAL PAYMENT PLAN SPECIALIST

A fresh, disruptive brand for accessible dental care

The challenge

Dental Members Australia (DMA) was founded by an experienced dentist with a big idea: make dental care more accessible to families through interest-free payment plans. Unlike traditional financial models used by dental practices, DMA’s offering gave patients the freedom to pay over time—without interest or financial pressure. This meant families could prioritise preventative care, opt for treatments they might otherwise delay, and build stronger long-term relationships with their dentists. The model was patient-first, lifestyle-oriented and disruptive to the conservative status quo.

LloydGrey was engaged to shape this innovative concept into a clear, contemporary brand that would resonate with patients and practitioners alike—without feeling like a typical financial service.

The solution

We began by defining the brand’s positioning around accessibility, wellbeing and simplicity. From there, we created a bold and energetic brand mark, a friendly colour palette, and a versatile suite of visual assets. Lifestyle photography helped reinforce the real-world benefits of better dental access—healthy smiles and stress-free families.

The printed collateral used clear, colourful infographics to communicate the benefits simply and visually. We crafted engaging dentist-facing materials that made it easy to explain the plans to patients, helping convert interest into uptake. The tone throughout avoided the cold, corporate language of financial institutions, instead speaking to community, care and confidence.

Seamless rollout and engagement

The brand was rolled out across a comprehensive suite of tools and platforms:

A responsive website
Practice engagement kits
Patient brochures
Promotional posters and in-practice banners
A modular signage system for DMA-approved practices
Practice operation manuals
Conference displays and merchandise for industry events

Every element worked together to ensure that DMA providers had what they needed to promote the service clearly and consistently.

Results

The DMA brand established an immediate point of difference in the dental industry. Its fresh look and clear messaging resonated with independent dental practices looking for a more patient-friendly alternative to traditional finance offerings. The visual identity and support tools gave practices confidence in presenting the program, and significant uptake followed across Australia. With a compelling value proposition and a polished brand to match, Dental Members Australia successfully entered the market—and changed the way families think about affording dental care.

“If a company is serious about what they’re doing and want to be positioned nationally or internationally, I would recommend they see someone world-class like LloydGrey. I wouldn’t recommend LloydGrey unless someone was serious about their business and wanting the best.”

Founder — Dental Members Australia