Total Orthodontics brand

Rebrand evolution



Forms and folders


After treatments, patients are keen to show off their new smiles to their friends and family – I tried to capture this excitement in the naturally-lit photography in social settings.

Clean font, soft-focus full bleed images naturally lit in social settings, simplified structure and a classic design layout was used to appeal to teenagers and adults alike.


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Design automation
New designs were uploaded into a cloud-based system, where they were reviewed and once approved by stakeholder, the orthodontic dental practices could order material and the practices' details would automatically populate into the design. This level of automation required a robust design  structure to successfully handle a variety of different amount of content being populated by the practices.  

Update the brand to be more relevant to patients

With over 41 orthodontic dental practices in the UK, Total Orthodontics wanted to maximise the potential by updating their brand identity. Existing branding was off-audience, dated, rigid and restrictive on digital platforms. 

The physical function is not the primary reason for most orthodontics treatment but social factors, with this in mind I used images that captured people in social settings to better relate to the audience. 

The new brand identity is clean, bright and clinical withouth being alienating and cold. Bold shapes and colours were used to encourage fun, personality and energy.  


  • Branding
  • Graphics design
  • ClientTotal Orthodontics
  • Year2018

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