Dr. Marc Magness wanted something that wasn’t expected in an orthodontist brand, something that would really reflect his personality. When we first met Dr. Magness, we kept thinking that he reminded us of a grown-up Dennis the Menace, with a love for vintage toys and the outdoors. Voila! His brand idea was born. An ink-drawn little boy character was created and used across the brand’s deliverables. The boy is seen doing something different every time—pulling a Big Red Wagon, hanging from a tree house, playing with a toy rocket. The new brand evokes a vintage, playful feel from days gone by.