A Bermudian will be fronting the launch of one of the latest tooth-whitening products to hit the shelves in the US and Canada.

Daren Bascome, principal and creative director of Boston-based independent brand strategy and design firm Proverb, was chosen by Dentovations, the world's largest suppliers of premium mass market tooth whitening products, to market Luster Premium White, for distribution by retailers Walgreen's, CVS and other outlets.

Mr. Bascome, who founded his company as a freelance graphic designer in 1999, going on to work for a number of large and small agencies worldwide, was awarded the account on the back of an impressive sales pitch.

"We were invited to come in and make a pitch," he said.

"They were entertaining a number of agencies, but ultimately I think it came down to a combination of our approach, which was very different to everything else currently on the market, but also it was to do with our unique model."

Working with Dentovations' CEO, Damon Brown, the Proverb team will create packaging, a redesigned website and print advertising for the new product, with the campaign appearing in publications such as Allure, InStyle, Elle, Lucky, OK! and Us Weekly throughout the year.

Proverb, which develops cohesive brand and product experiences, has really taken off over the past three years, according to Mr. Bascome, increasing its sales growth through a range of prestigious and local clients including Bacardi, MIT, Luster, Bermuda Department of Tourism and Sonicbids, as well as winning a couple of awards for campaigns the company has run for Greenrock in an advisory capacity.

Mr. Bascome, who has a six-strong workforce, as well as help from four interns and a consultancy team of 20, returns to his homeland three to four times a year and said he is actively looking to do more work in Bermuda in the future.