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Branding The Background Glidewell prepared to launch BruxZir® Radiant, aiming to transform monolithic zirconia into the go-to material for cosmetic dentistry — a space dominated by glass ceramics for over 15 years. The Challenge The original BruxZir material was known for durability and performance, with the brand becoming a generic term for any high-strength zirconia. For more than a decade, it was the celebrated choice for posterior restorations, but was rarely associated with aesthetics or use in the smile zone. The Pitch: “Dare to Dream.” An aspirational platform that elevated the brand beyond clinical performance — focusing on human potential and empowerment. For patients: Real stories highlighted life-changing outcomes — from marriage proposals to job promotions — made possible in part by BruxZir Radiant. For dentists: Breaking from industry norms, we used dramatic patient imagery and minimal copy to frame a head-to-head comparison with the leading glass ceramic — proving this was not traditional zirconia, but a redefinition. The Results Within six months, BruxZir Radiant had become the fastest-selling product in company history. 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