The Power of ONE: How Cascades Transformed its Brand & Launched a Category Leader

Every Great Brand Evolution Starts With A Realization

For Cascades Center for Dental Health, a long-respected practice in Northern Virginia, that moment came after more than 20 years of clinical excellence and steady growth. The leadership team recognized that the practice had outgrown its original brand and that its identity no longer reflected the sophistication, innovation, and patient experience it had come to embody.

So began a transformational rebrand: Cascades Center for Dental Health would become CascadesONE Dental.

But as the rebranding process unfolded, something else became clear–what was once known internally as the “CascadesONE” full arch dental implant procedure was about to be reimagined, too. What started as a practice rebrand quickly evolved into something bigger: the creation of ArchONE, a bold, standalone sub-brand designed to redefine full arch implant care.

From Discovery to Dual-Brand Strategy

The rebranding initiative began with a deep discovery process, led by The Marketing Machine in collaboration with Lightwave’s corporate marketing team. Through extensive workshops with partner doctors Dr. Shreyesh Ruparelia and Dr. Sultan Muhammad, it became evident that the practice’s brand needed to do more than look modern—it had to reflect a comprehensive, life-changing philosophy of care.

Originally, “CascadesONE” referred specifically to the full arch dental implant offering. But through the brand discovery process, it naturally became clear that “ONE” captured the essence of the entire practice: one team, one location, one complete dental home over a lifetime.

The solution was twofold:

• CascadesONE Dental would become the new overarching brand for the general practice, representing a cohesive and modernized vision for comprehensive oral care.
• ArchONE would be launched as a standalone sub-brand dedicated to full arch dental implants—an offering unique to the Sterling location and delivered exclusively by Dr. Ruparelia and his team.

As Dr. Ruparelia describes it:

“We didn’t plan to create two brands—but once we saw the opportunity, it was obvious. CascadesONE captures our promise as a practice. ArchONE is the pinnacle of that promise brought to life in our full arch implant program.”

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CascadesONE: Modern, Unified & Built for Growth

The new CascadesONE identity honors the practice’s 20-year heritage while positioning it for future growth. “ONE” communicates unity of team and care, and the updated brand system brings a refined sophistication to every touchpoint, from logo and signage to website, team uniforms, and interior design.

Internally, the rollout began with staff alignment, followed by a multi-phase launch that touched everything from email campaigns to redesigned physical spaces. The team’s full buy-in helped bring the brand to life in every patient interaction.

“Every team member understood and embraced the new brand,” said Dr. Muhammad. “They’re the ones who make it real for patients every day.”

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ArchONE: Revolutionizing Full Arch Dental Implants

With the CascadesONE brand in place, the team turned its focus to building a brand that could stand on its own in the highly competitive full arch implant market. The result was ArchONE, a name that reinforces the “Power of ONE” philosophy and reflects the comprehensive, transformational nature of the service.

Unlike traditional multi-step procedures that involve numerous specialists across locations, ArchONE delivers it all under one roof. One doctor. One location. One life-changing day.

Designed with a luxury aesthetic in black and gold, ArchONE stands apart from the clinical sameness of competitors. The brand’s premium look is backed by world-class clinical execution from Dr. Ruparelia and Dr. Muhammad, both of whom are nationally recognized for their leadership in full arch implants and are shaping the future of implant care through the Lightwave Implant Program.

“This isn’t just about convenience, it’s about clinical consistency, emotional transformation, and restoring quality of life,” said Dr. Ruparelia. “That’s why it deserved a brand of its own.”

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The Takeaway

Branding isn’t just a logo or a name. It’s strategy. It’s identity. It’s how practices connect with patients and communicate their value in an increasingly competitive market. For Cascades, the rebrand and ArchONE launch unlocked new levels of clarity, confidence, and growth.

For the Lightwave community, it offers a powerful blueprint for what’s possible when a practice brand is aligned with its purpose—and empowered by the right partners.