Moli el Molar, the mascot that put a dental clinic on the map.

· The challenge

Creating a corporate mascot is like hiring a full-time brand ambassador who never complains, never asks for a raise and always looks great in photos. The challenge: take an abstract concept that can be genuinely scary — going to the dentist — and turn it into a character able to walk into people's minds without knocking, transforming a serious clinic into that easy-going friend everyone instantly likes.

· How we tackled it

Moli is born as an endearing tooth with a personality of his own, able to take on different roles depending on the message: detective with a magnifying glass, tech guide, or the companion who breaks the ice before your visit. The character then spreads across illustrations, checklists and graphic pieces that replace cold clinical iconography. And he ends up starring in his own blog and the LinkedIn newsletter Muela a Muela con Moli ('Tooth to Tooth with Moli'), with his stamp on every post.