Designing the brand identity for Ray Orthodontics was an opportunity to move beyond the tired tropes of teeth and braces icons that dominate the orthodontic space. From the start, my goal was to craft a refined, modern brand that conveyed trust, care, and expertise. A brand that felt more personal, like a boutique healthcare experience, rather than typical dental clichés.

Dr. Alison Ray's last name presented a unique opportunity to develop a wordmark-centric identity. Typography became the cornerstone of the brand. I selected Orborn, a clean, geometric typeface that echoes the precision and balance of orthodontic work, subtly nodding to the discipline without being literal. Given the three letters in Ray, it allowed the typography to take center stage and create an approachable, confident, and also athletic inspired brand identity. Alison had an appreciation for sports and was involved in supporting local sports in and around the corridor. In June 2024, Ray named Monika Czinano as a brand ambassador who finished her Iowa Hawkeye career with 2,413 points and 787 rebounds in 162 games played.

Alison had a strong preference for mint green. To elevate it, I selected Pantone 573 C, a soft, calming tone that evokes cleanliness and freshness without feeling sterile. I then built a complementary palette that enhanced the mint while adding depth and versatility for digital and physical applications.

The visual identity extended across a responsive website, signage, and an in-office photoshoot, capturing the welcoming atmosphere of Ray Orthodontics' office location in Westdale Town Center, Cedar Rapids.

The results spoke volumes, with Ray mentioning that several patients were drawn in by the signage alone, with immediate traction with walk-ins after the launch. For me, that validated the core principle of great branding: when it's thoughtfully designed, it builds trust before a word is even spoken.

Created as lead designer at Meld Marketing. Photography by DJ Freesmeier