Smilejoy: Capturing confidence with a new smile
When you think about orthodontics, you probably picture a tween or teen with metal in their mouth. You might remember your sore mouth or not being able to eat certain foods. Or, you might recall the best day ever: the day you got your braces off.
Orthodontics has evolved. Today, people of all ages go to practices for clear aligners, clear ceramic braces, or even botox. Doctors do much more than tighten brackets every month. They are true experts in ensuring proper teeth and jaw function so patients can have a healthy smile that lasts a lifetime.
Smilejoy is a growing orthodontics practice. They have celebrated smiles for over 25 years, mixing clinical expertise with kid-friendly fun. Over the years, they have grown into multiple practices, serving more adults and teens and offering more than traditional metal braces. But their name, BracesBracesBraces, stayed the same, limiting their growth with older audiences. Their brand no longer matched their quality care and culture.
We partnered with BracesBracesBraces to establish a new name and brand identity. Renaming a longstanding organization isn’t without challenges. And change is hard. Their founding history is important, so we generated names that captured their original friendly and passionate spirit. We worked closely with their team to present name options that honored the company’s legacy while pushing them forward as the high-quality, experienced practice they are. The orthodontists’ greatest joy comes from seeing a patient’s confident smile. We developed a coined compound, Smilejoy, to begin to realign the brand with who BracesBracesBraces is — and always has been.
The visual identity began with the idea of capturing joy. And embracing the color orange. We developed an icon to communicate a spark of joy that expands and frames imagery. That symbol helps extend the brand to other mediums, such as the website or marketing materials. The BracesBracesBraces brand was dominated by the color orange. Because the former brand was so recognizable, we kept orange as the foundational color but expanded the palette to give it a sense of play and flexibility.
Smilejoy is ready to continue aligning teeth, improving bites, and supporting overall health for all ages. And now, with a new look, they can match their patients’ confidence.
