Industry: Healthcare – Orthodontics
Location: Northbrook and Evanston, IL
Focus: Brand identity development, patient-centered communication, and digital presence alignment
EverSmiles Orthodontics, with clinics in Northbrook and Evanston, IL, is dedicated to delivering expert orthodontic care through Invisalign® and braces while creating a warm, boutique-like patient experience. The practice wanted to refresh its brand identity to better reflect its clinical excellence, welcoming atmosphere, and commitment to joyful patient journeys.
Although EverSmiles had a strong reputation in orthodontics, its existing brand identity did not fully represent the modern, patient-first approach that set it apart. The main challenges included:
Balancing professionalism with approachability – projecting expertise while remaining friendly to children, teens, and adults.
Inconsistent brand visuals across digital and physical touchpoints, weakening recognition.
Standing out in a competitive orthodontic market where many providers offered similar services.
A complete brand guideline system was developed to unify EverSmiles’ identity across all platforms:
Strategic Foundation – Defined a clear mission, vision, and core values highlighting excellence in care, integrity, community engagement, and joy in the journey.
Visual Identity – Introduced a clean, modern logo using the Outfit font, symbolizing precision, trust, and friendliness.
Color Palette – Established Black (#121212) and Alabaster (#F5F1E8) as primary colors, complemented by Cool Mint, Soft Coral, and Slate Blue as secondary accents.
Typography System – Standardized Outfit as the logo and brand font across all communications.
Digital Assets – Designed consistent branding for app icon, favicon, social media, and patient-facing materials.
The rebranding resulted in:
Improved patient trust and recognition, with a more professional and cohesive identity.
A welcoming look and feel, appealing to families and adult patients alike.
Enhanced digital presence, making the brand recognizable across websites, apps, and social media.
Clear differentiation from competitors through a boutique, patient-first brand personality.
The new brand identity elevated EverSmiles Orthodontics’ market position as not just an orthodontic provider, but a trusted partner in every patient’s smile journey. The consistent brand system helped build stronger emotional connections with patients, increase loyalty, and support long-term growth across its communities.
