In the beginning, we asked ourselves: "if we were to get braces right now what would make our experience something worth smiling about?" For patients (teens), we wanted a brand experience that felt familiar to them. One that understood their struggles as both a teenager and a person with braces. To connect with teens, we wrote headlines with an attitude, used bright + bold colors, and added doodles onto expressive photography.

The ones footing the bill, the parents, were a different story. We wanted an experience that was comfortable, trustworthy, and easy to understand. To do this, we utilized clean fonts, a straightforward tone of voice, and crisp photography. Positive affirmations on the mirrors work to uplift customers in the office space. And we added a signature wall to further inspire and motivate patients.

While brainstorming the ideal braces experience, we focused on educating patients and increasing perceived value. We created collateral that spoke the patients' language. It educated them on maintaining their braces and seeing the worth of taking care of their smile. A new braces kit, packed with gear, swag, and educational material ("Think Straight: Tips + Tricks For Improving Life With Braces"), sets up patients for success. Inside, patients find hacks that make things like eating, cleaning, office visits, and care easier than ever. And more helpful than the brief "don't eat popcorn, don't chew gum" given by most doctors.