BRAND IDENTITY / COLLATERAL

Keller & Wainwright Orthodontics

From outdated to elevated: a modern orthodontic brand that feels warm, professional, and trustworthy

Dr. Gabrielle Wainwright had just bought a 15-year-old orthodontic practice and inherited a brand that hadn't changed since it opened. Her challenge: one identity that could put a nervous 8-year-old at ease, and still read as credible to a skeptical adult patient.

before

after

Lean too playful, and adult patients question the practice's seriousness. Lean too clinical, and kids feel like just another number. Dr. Wainwright needed a brand that could do both without picking a side.

The Challenge

The Solution

We built a brand system anchored in warmth and precision. Clean typography and approachable forms, paired with a palette of muslin neutrals, cobalt, pine, and lilac fun enough to welcome, refined enough to trust. Submarks and patterns extend it across every touchpoint, from signage to stationery to social.

“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

  • Puts kids at ease without undercutting credibility with adult patients

  • One consistent identity, recognizable from the website to the exam chair

  • A palette built for range — calm in clinical materials, vibrant on social

  • Typography that signals expertise before a patient reads a word

What the Brand Delivers

Need a brand that has to speak to two audiences at once?

That’s kind of my specialty.

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