BRAND IDENTITY / COLLATERAL
Aligned Orthodontics
Brand Identity for a holistic orthodontic practice redefining patient care.
aligned. Orthodontics is a new practice in Denver, Colorado, founded by Dr. Vanderstelt. Unlike traditional orthodontics that focuses solely on straightening teeth, her practice takes a holistic approach addressing airway health, alignment, and aesthetics—what she calls "the three A's." She needed a brand identity that would communicate this modern, wellness-focused philosophy while maintaining the clinical credibility essential for healthcare.
The challenge was differentiating aligned. from conventional orthodontists without alienating patients seeking proven medical expertise. The brand needed to feel approachable and holistic while still signaling professional competence.
The existing practice identity created years prior no longer reflected the level of care Dr. Wainwright wanted to convey. She needed a complete rebrand that could attract both pediatric patients (requiring playful, welcoming design) and adult patients (requiring polished professionalism) without alienating either demographic. The brand needed to feel modern and distinctive while honoring the practice's long-standing community reputation.
The Challenge
We built a comprehensive brand system that captures warmth, precision, and professionalism. The new logo suite introduces clean typography and approachable forms, paired with a vibrant yet balanced color palette that blends muslin neutrals, cobalt, pine, and lilac for a mix of fun and refinement. Submarks, brand patterns, and tagline treatments add flexibility across signage, stationery, and digital platforms. The brand guidelines ensure consistency across every patient touchpoint — from the practice website to in-office materials.
“From the start, Lauren made me feel comfortable and truly understood my vision. She brought so much more creativity and strategy than I expected."
- Dr. Gabrielle Wainwright
Complete visual identity with flexible logo system
Organic texture library establishing holistic positioning
Refined typography balancing professionalism with approachability
Color palette differentiating from traditional orthodontic branding
Comprehensive brand guidelines for consistent implementation