Straightening Goes Stealth

As a maternity-leave freelance Art Director for Tend dental, I was tasked with creating a micro-brand for their Breezy Braces product. The business needs were twofold: clarifying what the product is (braces that sit behind your teeth) and creating a visual language that was an extension of Tend’s core branding and would stand out in the competitive landscape of clear aligners and invisible straightening treatments.

Photography by Tawni Bannister / Styling by Morgan Gibbons

Color palette

While Tend’s neutral palette lended itself to studio design, it wasn’t serving the services side of the business. Bright, saturated colors dominate the competitive landscape of clear aligners and made it difficult to stand out on paid channels. We introduced a darker, higher contrast “Tend green”, added a signature periwinkle, and created a vibrant citron for an additional pop. The result was a color palette that played well with Tend’s core colors, but was unique to Breezy Braces.

Dynamic angles and movement were integral to the art direction, allowing for a glimpse of Breezy Braces sitting behind the teeth