Five years ahead of the curve, the Danaher Dental value brand, Pentron, was first in its space to bring a B2C voice to a B2B market, but without the big agency budget. The rebrand included their entire packaging portfolio, website, campaigns, digital assets as well as a mountain of printed collateral. The minimalist approach was applauded as the value space is one of the most visually cluttered in dental, if not all of healthcare.