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Two Oregon-based orthodontics had combined their practices and wanted a new brand identity that would be warm and friendly without coming across as too infantile or baby-ish for their 8-17 year-old market. There aren’t a lot of teenagers that are excited about getting braces. Straight teeth? Yes. A mouth full of metal? Not so much.
Our strategy was to create a brand experience that was structured around an adventurer/wilderness feel to refocus the patient’s fear of getting braces to “surviving braces”. Similar to surviving a wilderness adventure.