Toothman Orthodontics


PROJECT SCOPE  |  Brand Discovery & Strategy | Tagline Development | Identity Suite Development | Collateral Design | Apparel Design | Advertising Campaigns | Signage Design | Direct Mail Campaigns | Social Media Asset Design | Brand Identity Guidelines

THE STORYYes, you read that right. An orthodontic practice operated by a father-son team that bears the last name Toothman. You can’t make this stuff up. And I couldn’t have asked for a cooler opportunity to help this Maryland practice shine. Toothman Orthodontics gave me the freedom needed to explore and discover who they are as a brand, as well as a simple and strong mission for inspiration, Healthy Smiles. From Our Family To Yours.

Lisa more than developed our logo design. She incorporated our company's attributes and characteristics into a unified brand identity suite, then helped us develop our brand strategy—a true brand ambassador! Lisa is detailed, thorough and insightful, and takes genuine pride in her work. We highly recommend her graphic design services.

DR. JEFFREY TOOTHMAN  |  TOOTHMAN ORTHODONTICS OWNER

THE SOLUTIONLet’s break this one down. First up, there’s the obvious and friendly smile—the result of the Toothman team’s work. That smile is comprised of two conjoined Ts—representing both halves of the equation, Ron and Jeff. Just like their tagline says, it’s all about family here—their family and their patients’ families. Finally, by bridging those two Ts, we form an O for orthodontics and simultaneously bring the two generations of Toothmans together. People don’t always think positively about going to the orthodontist. So we created an identity suite, communications system, and advertising campaign that is fun, approachable, and caring. Just like the Toothman practice always has and always will be.


THE SOUVENIRSAmerican Advertising Award for Integrated Branding Identity Campaign