1 system
a connected identity across physical and digital touchpoints
Case study · Brand identity & digital experience
Clinical confidence with a human smile.
We created a warm, sophisticated visual identity for Ortho Keep Smiling—bringing clean dental geometry, approachable colour and a clear digital experience into one trusted brand.
Identity in motionModern care, made approachable.
120+
custom brand assets created for a consistent rollout
+34%
increase in online booking rate after launch
40%
reduction in front-office administrative time
Project overview
Making orthodontic care feel clear, calm and welcoming.
The dental category can often feel clinical, cold and anxiety-inducing. Ortho Keep Smiling needed a visual language that would build confidence before patients ever stepped into the clinic.
The assignment
Develop a comprehensive identity that balances medical credibility with warmth, then carry that system into a simple digital experience designed for patients of different ages.
Brand strategyLogo designColour systemTypographyDigital assets
The experience goal
Replace apprehension with reassurance. Every brand element needed to make information easier to understand, appointments easier to book and the clinic easier to trust.
ComfortClarityTrustAccessibility
The challenge
Clinical expertise without clinical distance.
Communicate expertise
Advanced treatment and medical infrastructure needed to feel authoritative without becoming intimidating.
Reduce patient anxiety
The identity had to soften the category and help patients feel comfortable, informed and welcomed.
Simplify booking
The digital journey needed to remain intuitive for multi-generational patients and families.
Our approach
From patient feeling to a complete visual system.
Brand positioning
Defined the emotional space between expertise and reassurance.
→Visual identity
Created the logo, palette, typography and graphic language.
→Brand applications
Translated the system across patient-facing touchpoints.
→Digital experience
Built a clear, friendly path from information to booking.
Visual identity
A warmer expression of modern dentistry.
Soft colour, confident geometry and carefully structured typography create a brand that feels professional without losing its personality.
Results
A distinctive brand with a smoother patient journey.
The finished identity gave Ortho Keep Smiling a confident presence while the clearer digital experience helped turn patient interest into appointments more efficiently.
+34%
Booking growth
Increase in online booking rate during the first six months after launch.
40%
Less administration
Reduction in front-office time through a more streamlined booking workflow.
120+
Brand assets
Custom elements created to keep the identity consistent across applications.
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Ortho Keep Smiling
We developed a sophisticated visual identity for a modern orthodontic clinic, blending clean dental geometry with a warm, welcoming color palette to build patient trust.