BRAND IDENTITY / COLLATERAL

Keller & Wainwright Orthodontics

From outdated to elevated: a modern orthodontic brand that feels warm, professional, and trustworthy

Keller & Wainwright Orthodontics is a boutique orthodontic practice in Sunnyvale, California, led by Dr. Gabrielle Wainwright. A Bay Area native and Board Certified orthodontist, Dr. Wainwright purchased the practice from Dr. Rebecca Keller with a vision to modernize its identity while carrying forward its long-standing reputation for warmth and excellence. She wanted a brand that felt fresh and fun enough to welcome younger patients, yet polished and professional enough to attract adults seeking advanced orthodontic care. The rebrand was designed to reflect that dual focus — approachable, modern, and rooted in trust.

before

after

The existing practice identity, created years prior, no longer reflected the level of care or the dual audience Dr. Wainwright wanted to serve. The outdated logo and visuals skewed toward kids, limiting appeal to adults seeking elevated orthodontic treatment. The challenge was to create a modern, versatile brand identity that felt both welcoming and sophisticated, appealing to families as well as professionals.

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

  • Logo suite balances friendliness with professionalism to appeal to both kids and adults

  • Color palette combines calming neutrals with vibrant accents for versatility across touchpoints

  • Typography system communicates clarity, trust, and modern authority

  • Comprehensive brand guidelines ensure cohesion across signage, stationery, website, and social media

Brand System Integration

Business Impact

  • Elevated positioning establishes Keller & Wainwright as a modern, boutique orthodontic practice

  • Broader demographic reach: welcoming for families while attractive to adult patients

  • Strengthened reputation in the community as approachable yet highly professional

  • Clear differentiation from outdated competitors through a cohesive and consistent brand identity

The refreshed Keller & Wainwright Orthodontics identity positions the practice as a modern, trusted, and boutique provider of orthodontic care in California. The rebrand gives Dr. Wainwright a strong foundation for growth, expands her appeal to a wider demographic, and reflects the warm, personalized experience patients can expect when they walk through the door.