New brand gives teeth to a fun-loving children’s dentist.

Big Mouth and the Shiny Brights
Big Mouth and the Shiny Brights brand development
Verco Paediatric Dentistry
Branding and messaging

Dr Marko Milosevic purchased specialist paediatric dentistry practice, Verco Paediatric Dentistry, when its founder, Dr Joe Verco, retired.

Located in North Adelaide, Verco Paediatric Dentistry had a long history and strong reputation for providing quality dental care for children and teenagers.

During the business transition to Marko’s ownership, the original brand name was retained. Once Marko had sunk his teeth into the new practice, he approached Fuller to undertake a rebrand to better communicate the new business’ story, values and approach.

In particular, Marko was keen to highlight this strength in customer service, and ability to make children who visit the practice feel at ease and comfortable. He wanted the new brand to reflect his personality and ‘stand out’ in a very traditional industry.


To inform the new brand, Fuller began by undertaking market research and working collaboratively with Marko to understand his target audiences and brand pillars: purpose, position, promise, proof points and personality.

With a larger-than-life personality, Marko is a passionate believer that going to the dentist should be a fun experience, and it was important to him that the brand reflected this.

He also wanted to ensure that the new brand appealed to children as much as parents — after all, the children are his patients, and he wanted to put them first.

The new name, Big Mouth and the Shiny Brights, plays on Marko’s (Big Mouth) sense of fun and personality, while incorporating the characters (Shiny Brights) used by Marko as he treats his young patients to make them feel happy and relaxed.


On speaking about his experience working with Fuller, Marko said:

“From the beginning, Fuller has over-delivered.

“They took the time to understand my vision, how to best represent this in our branding.

“They considered all sorts of information that I presented to them in the process; things like slogans, diagrams, pictures, photos, music videos and anecdotes that I liked.

“Their brand conceptualisation was phenomenal – brand pillars, messaging, name development, logo design; it was all spot on.

“They produced a brand for my practice that I had always envisioned.

“If you are looking for something truly bespoke, and want to work with people who are as passionate about your project as you are, choose Fuller.”

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