I was the Brand designer & UI/UX Designer; focusing on mobile-first design website design. I managed a small team of junior designers during the brand phase, where I spearheaded brainstorm sessions on brand strategy & tagline choice, I created original mockups as well as provided creative direction to my juniors. I presented logo iterations and and maintained open discussion with the client during deliverables.

Cardall Orthodontics was a blossoming practice located in Baskersfield CA, that needed a brand that would represent their personality while resonating with the affluent community in which they were located. Their goal was to build a brand that would help them gain notoriety, and have a responsive web presence that would increase their new patient starts.

After working with the client to fully understand who they were and what they were all about, I outlined key words that we would use as the foundation of their brand: Friendly, Professional and Inclusive. I worked with my team to create a tagline based on the word “all”, which we took from the client’s namesake. From there we worked with the client through concept iterations and presentations to develop a visual language and color pallet that encompassed the friendly and professional personality traits. After the brand was established I applied the developed visual language to the website design while focusing the user experience on usability, while also creating a conversion funnel that leads to appointment requests.

The client was thrilled with their new brand, and so was their community. They reported a significant increase in new patient starts, and were so happy with their branding that they thanked our agency publicly as well as recommended our agency to other start-up orthodontic practices.