SmileDirectClub, a direct-to-consumer brand offering aligners as an alternative to traditional braces, has developed a design system to support its new brand strategy: "Every smile is full of potential." The simple, optimistic, and warm visual language enhances consistency and memorability across 14 international markets in the Americas, Asia, and Europe.
Smile shapes become a distinctive element of the brand conveying positive emotions and creating a memorable visual association with the brand.
The focused, limited color palette makes the brand easily identifiable and memorable. It ensures a strong, unified, and memorable brand identity across all platforms.
Comprehensive Brand Guidelines and a dynamic Brand Motion Kit were developed, revolutionizing the brand aesthetic across all communication channels, packaging, and go-to-market strategies for retail, direct-to-consumer (DTC), and online marketplaces.
Custom icons were created based on the concept of the core smile shape.
The core shapes appear throughtout the retail experience.