Orto Do - Doing Smiles
BRAND POSITIONING, BRAND NAME, TAGLINE, SLOGANS, COPYWRITING
ANALISYS
I was hired to develop the verbal identity of the new and modern, both youth and adult-friendly, orthodontist practice with the latest techniques, equipment, and technology. Relaxed and playful, the client expressed her desire to develop a brand that encourages people on their way to a healthy and beautiful smile without being anxious or avoidant when it comes to visiting the dentist. It is well known that some people experience dental anxiety, and similarly, many people with malocclusion (uneven bite) shy away from visiting an orthodontist and wearing braces due to feelings of fear and shame.
Additionally, most orthodontic practices are named after the doctor's last name or given alphabetic-numerical acronyms, which can sound distant and unwelcoming. Research has indicated that individuals do not perceive dental or orthodontic practices as relaxed or friendly environments. This perception is further exacerbated by a lack of understanding about the procedures and associated issues.
SYNTHESIS
The relationship between a dentist and a patient should be a collaborative partnership where both parties work together as a team. When the dentist takes on a role of guidance and support rather than strict authority, it empowers the patient to actively participate in their oral health.
By breaking down complex dental care into simple ‘do and don't’ steps and providing clear explanations, patients are not only more informed but also feel capable of taking proactive steps to maintain their dental well-being. This conclusion led us to develop the brand name and do and don’t guidelines which underscore the significance of taking the right actions.
IMPLEMENTATION
Orto Do is a wordplay with a reference to the orthodontist and dos and don'ts when it comes to dental care. We invite people to do something good for their dental health, to improve their bite and have a beaming smile. The name is a platform to use the dos and don'ts guidelines, i.e., what to do and what to avoid, in order to have healthy and nice teeth. The name is a kind of entertaining language puzzle people enjoy solving.
The slogan Doing Smiles briefly explains the positive outcome a patient can expect from this orthodontic practice and the inner joy the client and her associates feel when they give back to their patients the self-esteem and happiness that emerge from a new smile.
BRAND STORY
"With a bunch of life's problems, including those pesky dental ones, we can dodge some of them by doing or not doing certain things. Flossing those pearly whites, even if we're half asleep, will save us from loads of pain and cavities. And making the decision not to ignore those four teeth battling for their spot will leave us with way more smiling photos to cherish. These are mostly small things, but with a sprinkle of discipline, they yield big results. Sometimes it's just a minute longer with the toothbrush in front of the mirror or a glass of water instead of juice, and sometimes it's a brave call to the orthodontist and dentist. At Orto Do, we believe in prevention and a holistic approach, and by following the do & don't steps together, we can prevent or treat certain conditions faster and less painfully. Orto Do represents every step we, as dental specialists, can take to give our patients a wide and beaming smile, but it's also all those little efforts that each person can make every day for themselves."