Project — With the rise of teeth straightening by mail, pioneered by companies like SmileDirectClub, the public understood that remote correction could be an option. However, the experts at LEVEL came to us with the insight that these services were often doing more harm than good, so we set out to correct the category.

Strategy and Creative — After crystallizing a brand position centered around “not going it alone,” we crafted a brand story that encouraged patients not to DIY their smiles. The tongue-in-cheek copy aligned with sleek yet approachable visuals to get the point across.

Results — We mapped and extended our brand identity across the entire customer journey. This included top-of-the-funnel campaign creative, website, store design concept, and every step of the process.