BRAND IDENTITY / COLLATERAL
aligned. Orthodontics
From vision to reality: a brand built from the ground up for a spa-like orthodontic experience on Denver’s Pearl Street
Dr. Amanda Vanderstelt spent years working inside an established practice before building something entirely her own. When she did, she went all in — working with an architect to construct a brand-new space from the ground up, with one clear vision: an orthodontic experience that felt more like a spa than a clinic. That vision needed a brand to match.
The Challenge
Dr. Vanderstelt wasn't just opening a practice, she was creating an entirely new patient experience in a competitive, design-forward market. The brand needed to be distinctive enough to stand out on Pearl Street, refined enough to attract discerning adult patients, and flexible enough to live across architecture, signage, and stationery alike. It couldn't just represent the space. It had to become the space.
The Solution
We built an identity rooted in calm confidence and quiet luxury. The lowercase "aligned." wordmark, with its deliberate period, signals both precision and approachability, a warm neutral palette and botanical aesthetic carry that spa-like feeling everywhere the brand lives.
The brand didn't just translate to the physical environment, it shaped it. Dr. Vanderstelt built the buildout around the brand's colors and typography, from the exterior facade and blade signage to the reception wall mural and illuminated feature wall. The result is a practice where the brand and the space are genuinely inseparable.
What the Brand Delivers
A wordmark built for scale — from business card to building facade
An identity designed environmentally from day one, not adapted after the fact
A palette and pattern system flexible enough to live across signage, stationery, and social
Brand guidelines that keep the practice cohesive at every patient touchpoint
"The aligned. identity is proof that great branding isn't just visual, at its best, it's experiential."
— Lauren, Three Hellos
Building a brand that needs to feel as good as it looks?
That’s kind of my specialty.