Candid’s mission goes far beyond teeth-straightening, but rather to inspire confidence & promote well-being, because better oral care empowers humans. By leveraging technology and a human focused experience, patients are provided the best outcomes through affordable and convenient oral care.
Capabilities:
Art direction, branding, strategy, marketing, product design
Year:
2017-2020
Photography credits:
Jeremiah Warren
Buoy Worldwide
The logo
The Candid logo was designed to feel modern, connote authority, and hint at a smile without being too overwrought. We also didn’t want the forms to feel too severe, so the corners were ever-so-slightly rounded.
WHITENER
We must have made a list of 50+ options when it came to naming our whitening foam. Everything ended up sounding derivative, too punny, embroiled with racist undertones, sometimes a combination of the above (cue ‘Great White’). Candid is defined as truthful and straightforward, so it made perfect sense that our products be known exactly as they are.
Out of home
For our SS19 campaign, we wanted to get people talking about their teeth. The goal was two-fold - increased bookings at our studio locations and increased brand awareness. Cities with out of home as an added vertical, such as New York, Boston, Chicago, and Los Angeles, saw a 20% lift in booked appointments and longtail awareness scores.
TONE OF VOICE
Candid’s tone of voice is centered on expertise and clarity, but from an approachable, human lens. We don’t talk down to our patients. We don’t treat them like consumers in a marketing funnel. We don’t rely on puns. Our language is considered and, well, candid.
