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David |
David McSurdy and Staff is an orthodontist practice that works with children as young as six and adults of all ages. It was important that the mark be friendly, reassuring and at the same time, professional. Leaving out the word orthodontist was key to the brand experience. Instead of focusing on the process, which can sometimes be painful, the mark focuses on the result-the perfect smile-and by definition: the orthodontist and his staff become: The Smile Specialists. The new Brand Identity included tightly cropped black and white photographs of patient mouths that were framed and mounted on a "Wall of Smiles". An integral part of the Brand experience is walking into the office and being greeted by friendly faces, both from the staff and on the wall.
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