ORTHOFX
Always up front.
OrthoFX was poised to launch their new clear dental aligner brand in a category transitioning from a clear leader (Invisalign) to a host of direct-to-consumer brands. With so many new choices, customers found it tough to navigate the various pricing structures and dentist access requirements, causing a confusing and often frustrating experience.
To clearly stand out, we launched the ‘Always Up Front' campaign that positioned OrthoFX as the only brand that was always honest about treatment and pricing, while still offering convenient doctor care. This absolute transparency created a playful, modern brand voice and colorful look that stood out from more corporate-sounding competitors. The campaign was integrated throughout OrthoFX’s online and social channels, and through B2B communications, in order to generate awareness for their next level of funding. Additionally, we designed and helped manufacture consumer-facing packaging for their treatment kits.