Soft was commissioned by MW Dental to improve their sales presentation and make it more consistent with their competitors. We developed a new text and image concept, from which we based the sentence The smile is the universal symbol of peace and friendship, and as the main heading and tagline we used the text The universal sign of kindness. We chose photos of smiling people that we color-corrected according to a new color we developed. We changed their basic color from orange to the fresher turquoise and created a design with black boxes that were placed in the corner of the presentation in a way we never did before. We also chose a new font and created a template for future advertising.