In 2016, when Invisalign’s patent on the clear aligner expired after enjoying a 30 year monopoly, an opportunity arose; for modern DTC companies to step into the space and try to unseat a giant.
Enter Candid. The founders spotted an opportunity to bring the newly-minted technology of telehealth to the world of orthodontics to bring cost of treatment way down while increasing access for more people than ever before.
The brand team was created 2019. At that time Candid had a great name but the brand was paper thin — a badly kerned logo and a color palette was about it. No strategy, no vision, no soul.
Here was a significant, life-changing, emotionally charged purchase - and yet no brands were playing that card. Instead just a sea of inoffensive DTC ‘blanding‘ and stock-ish photography.
-
BRANDING
GROWTH
MARKETING
CAMPAIGNS
TV
OOH
DIGITAL
SOCIAL
We designed and completed a 3 week in-house sprint to refresh and expand the brand identity. Re-kerned the logo, expanded the color palette, introduced The Arch as a graphic device along with new motion principals and an all new, unique Tone of Voice.
All new photos and video assets were captured which focused on self-expression and did justice to the company name. All new stylized product photography was shot for use everywhere from billboards to social.
For the first national OOH and TV campaign they developed a bold, modular design system with a focus on repetition to drive awareness and brand recall, but also as an ultra-efficient method of creating the hundreds of executions required with just a small team.
Part of my function at Candid was leading the ‘Growth Squad’ - an internal team of creatives, data scientists and marketers dedicated to Candid’s paid advertising efforts. The team dived deep into the data to drive efficiency through the whole funnel from broad prospecting direct response ads, hyper-targeted consideration level educational content, conversion optimized landing pages and lead-gen tactics.
The work of the Growth Squad had a real business impact:
This is just a tiny fraction of the work created by the team below in 2 years, a deeper case study of our approach, team structure and work is available on request
–
CANDID CREATIVE TEAM
EXECUTIVE CREATIVE DIRECTOR Charles Fulford III
CREATIVE DIRECTOR Andrew Peet
CREATIVE DIRECTOR Amy Lieberthal
LEAD BRAND DESIGNER Carly Shatzkin
BRAND DESIGNER Leia Perkins
GROWTH DESIGNER Ethan Streicher
LEAD MOTION DESIGNER Juan Buscarons
MOTION DESIGNER Voltaire Hardy
COPYWRITER Jess Gelbwaks
PRODUCT DESIGNER Junghoe Hwang
EDITOR Garrett Weinholtz
PORTRAIT PHOTOGRAPHY Jacob Pritchard
PRODUCT PHOTOGRAPHY Heidi’s Bridge