Dr. Andrew Emanuele represents a fresh face in the local orthodontist industry. He identified immediately that if his clinic was to be a success he would have to do something different to really stand out. We needed to create a brand with enough moving parts that it could manifest into not only their collateral and online, but morph into their physical space as well.
Their new venture needed a look and feel that reflected their zest and excitement.
The market research showed us that most of his competitors came across very dry and uninspired. The same old drab dreary palettes and clinical boring offices.
Knowing that the majority of his clientele were 18 and under, we wanted to create a brand that felt fun and approachable to children and teens who were already nervous about the idea of having a stranger hanging out in their mouth for the coming months.
Initial presentations went really well. Although their team landed on a name of their own, it was good for them to see the thinking from an audience who wasn’t as attached as they were. They ended up taking a leap of faith out of the gate and steering towards an art direction that was completely oddball for the market.
Along came Paradigm Orthodontics
Super, Duper, Awesome, Slick, Relaxed, Professional
Teeth lost during project
Broken P Signs