Smile Doctors Brand & Website Launch
Smile Doctors is a growing network of orthodontic clinics. Unique in its industry, Smile Doctors focuses on the experience – not just the treatment – of achieving a beautiful, confident smile. Their clinics love fostering relationships, have empathetic financing, and (most of all) an energetic and inviting atmosphere. Unfortunately this experience only lived inside the clinic.
—The Ask
Develop a brand and mobile first website that captures and expresses the exuberance of the Smile Doctors brand while driving consult requests that lead to patients starting treatment.
— Our Goals
Spread the Smile Doctor Gospel
The goal was to take a cue from the office experience and give it life outside the clinic. With a fun brand and business goals in mind, we identified our project plan.
01. Develop Brand
02. Concept & Design
03. Develop & Test Website
STEP .01
Develop Brand
Activities: In-clinic observations, Define UI, Create manifesto and tagline, Develop Art Direction, Photoshoot, Video Production
Our youthful pop art inspired brand and humorous creative evokes a sense of happiness that truly shows their enjoyable and unique patient experience. The team worked with the existing brand standards to refine the design system to become more digitally supportive and flexible.
STEP .02
Concept & Design
Activities: Prioritization Workshop, Design and develop clickable prototype
Once we aligned on a design language, we designed from a library of modules that could be combined in core page templates. Optimizing the consult requests flow was a priority so Smile Doctors could meet their new patient goals.
STEP .02
Develop & Test
Activities: Design System, Component Deliverables
Content modules were built and designed on a CMS. The variety of modules meant that the new website could flex and scale over time as the company grew and as content needs changed. We did some qualitative research and left them with a backlog of recommendations based on testing.
— The Results
Company: Archer Malmo
Date: 2017
My Role: Lead Visual/Product Designer
Team: Sr. Visual/Product Designer, Project Manager, Strategist, Creative Director, Developers