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, the outdoor theme also pays homage to the many outdoor activities Oregon has to offer. For the logo, the bear looks like it was plucked off the top of a totem pole and is the “pillar” for the brand. The color choices were picked to invoke a warm and cuddly (yet masculine) feel. Playful copy was incorporated throughout the printed and promo materials to align with the brand. The practice also has a take-home pack for their patients titled “How to Survive Braces”—a 36-page survivor guide on getting through the ordeal. After they get their braces off, they’re rewarded with a remove the double space here “I Survived Braces” t-shirt.
“We have a new verb in our office −Testmonki it!”
−Brett Brown, DDS