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Est. 2009
Test Monki|A Creative Branding Lab
specimen no. 24 — gimlen ortho · orthodontics · manhattan beach + el segundo, ca

Gimlen Ortho

Smiles to the beach & back.

Dr. Amy Gimlen straightens teeth in two California beach towns, and her brief came down to two words: good vibes. So the rebrand went to the beach and stayed there. A sunset badge with a palm tree down the middle and a town on either side. A shaka holding a surfboard. A rainbow that spells smile. And a tote for the proud owner of one righteous smile.

THE WORK brand identity system · secondary marks + pattern · stickers + print · signage · websiteINDUSTRY healthcare: orthodonticsSOURCE the archive
specimen 01 — the world · where it lives

The World.

Sunset stripes, surf-shop lettering and a fine line pattern laid over every photo, built to work in Manhattan Beach and El Segundo without playing favorites. The new look launched with a poster that said it plainly: washed ashore.

Gimlen Ortho logo, a sunset badge with a palm tree and the initials MB and ES, with business cards and the line Smiles to the beach and back Gimlen Ortho Smile Zone shaka stickers, a Smile and ride the wave poster, and the rainbow Smile mark Gimlen Ortho launch posters reading Washed ashore, a new look, a tote bag, and the practice website The Gimlen Ortho brand identity system: logo, buttons, stickers, business cards, surfboard, tote and website

two towns. one badge. zero arguments.

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