WONDERSMILE
A branding, content and design project for Wondersmile; making confident smiles affordable for everyone.
Introduction
Wondersmile were on a mission to create confident smiles by making teeth straightening affordable for everyone.
The tele-health dental industry has become huge over the last couple of years, mainly as a result due to the pandemic and people now expecting an easy, seamless service from the comfort of their own home.
The brand was faced with a potential problem of fading into the background in a now over-saturated market place and needed to refine the brand with the aim of elevating Wondersmile to sit in the top three clear aligner brands globally. This would consist of a brand evolution to fit the new positioning within the market, a new website design, updated collateral, POS & packaging, and launching all of the above with a global digital brand campaign.
Brand and Identity
Wondersmile is a relatively established brand which has been operating for around 4 years, however, they had grown so quickly that the brand was launched with a very basic identity that was now becoming lost in the noise.
The research showed that the main two factors their audience was looking for in a clear aligner brand was professionalism and confidence. Wondersmile needed to shout louder about the orthodontists and experts they partnered with, share their incredible reviews and also share with their audience aspirational imagery and stories of their previous smile transformations.
The brand direction and visuals play into a this feeling of confidence, using bold colours, fonts and iconography, as well as real people with real emotions.
“Creating confident smiles by making teeth straightening affordable for everyone”
— Wondersmile Positioning Statement
Global Brand Content and Campaign Creation
When creating the idea for the brand campaign, I wanted to do something quite drastically different… not just to the types of content that Wondersmile were used to creating, but also to the content and visuals that their main competitors were putting out to the market. They needed to set themselves apart from the competition.
Wondersmile had recently carried out research which showed that a massive 53% of Australians feel too self conscious to smile! They believed there was a simple, pain-free and affordable way to fix this. Being happy and laughing makes us feel empowered, and fearless to stand out and be noticed. When we think of confidence, we think of smiles. Smiling releases endorphins and connects us to those around us.
So I came up with the idea of showing the importance of smiling.
The reasoning was to showcase the brand and the product’s benefits through the lens of confidence, highlighting the importance of smiles. I utilised the newly defined content pillars of Confidence and Emotional Triggers, to share stories of happiness, confidence and of course smiles, focussing on our mission to make sure we ‘never stop smiling’.
Leading the art direction for all photoshoots, communications and design collateral for the launch of the brand to ensure everything was consistent with the visual direction and correctly reflected the brand’s DNA, personality and target audience. This included all static, motion and illustrative creative for website, socials, advertising and packaging.
Website and Email Design
A key part of the brand work and new positioning, was also updating the website and digital communications to the audience. The website had to reflect the the brand’s newly elevated position in the market and clearly show the key elements of professionalism and confidence.
Credits
Brand and Identity: Carrie-Ann Le Feuvre
Art Direction: Carrie-Ann Le Feuvre
Website Design: Carrie-Ann Le Feuvre and Nadika Korala
Copywriting: Carrie-Ann Le Feuvre and Rachel Tooth
Graphic Design: Carrie-Ann Le Feuvre, Ellen Lewis and Ineke Cleven
Photography and Videography: Si Kirk
Styling: Carrie-Ann Le Feuvre