Invisalign was once the only name in the game, the Kleenex of clear aligners. But as new competitors entered the space, it became clear Invisalign needed more than just name recognition. They needed a brand that could speak to both people who wanted their teeth straightened and the doctors who did the treatment.
We rebuilt the brand from the ground up with Made to Move. The platform was also a rallying cry encouraging people to find the next amazing version of themselves.
The anthem didn’t just define the brand for customers, it unified the entire global business — which had never before operated under a single strategy. Casting was critical. We needed real people with authentic smiles that could resonate across every region. With the anthem in the can, we kicked off a series of launch videos for North America, tailored to both adult and teen audiences, while also packaging regional edits for global partners.
Invisalign has always been a disruptor, more like a tech brand than a medical one. To give them a look to match their vibe — we shifted them from a traditional clinical blue to something more modern and elevated. Then we went to town applying it to everything from packaging to advertising to trade shows, even their Silicon Valley office.
After the initial brand launch, I shifted my focus to leading creative for the B2B side. With new clear aligner brands competing for attention, we wanted to show orthodontists that we didn’t just understand their business, we understood their why. The goal was to connect on a deeper level and remind them what makes Invisalign different.
