I created the brand voice for the company (valued at $3.2 billion). I wrote and created ads across all mediums, from national TV spots and email campaigns to Snapchat and Facebook Canvas ads. I based the voice on these five traits: clever, personable, knowledgeable, self-aware, and disruptive. Depending on where the customer was on their journey, I would stress certain characteristics over others. But to put it simply, I wanted SDC's voice to make you smile.
Aligner box
Guides and instructions
Copy example from aligner guide
NYC subway ads
NYC March subway ads
Nashville billboards
The Nashville Predators were about to play for the Stanley Cup when this board went up.
Pekka Rinne is their 6' 5" goalie.
For better or worse, Nashville is growing fast. And we're all feeling it, or not.
San Francisco outdoor ad
Oakland outdoor ad
Dallas outdoor ad
Philadelphia outdoor ad
Direct mail
Homepage headline examples - New Year and tax refund season
Customer on-hold message
We threw this one in the middle of our standard on-hold messages.
Warped Tour 2017 ad
Spotify ads
Snapchat ad
Follow-up email from Snapchat ad
Meme - has over 38,000 plays on SDC's instagram
Paid digital ads targeted to parents with teens
Monthly broadcast email example
Themed email example
No show email
Here's a quick comparison of emails. Basically, all the original branding looked like the "before" email.
Opt out screen
Wedding expo sign
Small plant customers receive after a SmileShop visit
Collaboration with mint product that helps to “seat” aligners
In-store SDC mantra that greets all future grinners
Copy reads:
Hi, we’re SmileDirectClub.
And welcome to our SmileShop. This is where your
smile journey begins, future grinner. You see, we believe
everyone deserves a smile they’ll love. That’s why we
send invisible aligners to you at a price you can smile
about. Achieving full alignment is just around the corner
(or should we say molar–no, we should not).
Kickball team uniform with the original logo
