When signage stops informing and starts bringing in patients.

· The challenge

Livery on a healthcare vehicle usually settles for the bare minimum: logo, phone number, little else. This brief was a different animal, because the car of a clinic that treats people at home drives and parks exactly where its audience lives. It had to explain a service almost nobody expects, the dentist who comes to you, and stay readable for as long as a traffic light lasts.

· How we tackled it

We turned the rear window into a game: a grid of letters out of which the words that define the service surface in yellow, so the eye catches them without reading a paragraph. On the sides, two messages with different jobs: the claim that sums up the offer, and a direct question beside the QR code, because whoever books a home visit is often booking it for a relative. All in the brand palette, without a single line of small print.