Steiman Smiles Orthodontics
Refreshing a brand that makes you smile
Steiman Smiles Orthodontics approached us to develop a centralized communication strategy and a cohesive brand experience across all touch points with their patients. The challenge was to refresh the brand and create a unique brand experience working with the existing logo.
The new brand reflects Dr. Steiman’s belief that a healthy, beautiful smile can transform a life. The smile symbol represents the friendly and welcoming environment of the practice as well as the final result of each treatment. We evolved the smile from the logo into a cool and distinctive symbol which became the foundation of a custom icon set and playful illustrations. In our efforts to make the clinic's message more adaptable, we developed a flexible tone of voice that suits different types of communication form patient’s questionnaires to social media posts.
A new colour palette and suite of fonts were introduced to appeal to the key patient demographics of the clinic. The new brand was applied to all touch points with patients, from the website to appreciation gifts.
Using the new brand style, we designed a charming, friendly, and easy-to-navigate site that effectively differentiates Steiman Smiles from its competitors and allows patients to quickly find the information they need.
A social media strategy focused on educating new patients about caring for their appliances and showcasing the clinic’s culture increased engagement by 85%. Online contests and giveaways converted patients into brand ambassadors who help to reinforce the doctor’s reputation.