What do you get when you combine an Old City boutique with an orthodontics office? That was the question at hand when Philadelphia’s first Invisalign-only orthodontics studio came to SWELL for a name, brand, and launch campaign. We looked beyond the ortho industry and towards other aesthetic and self-care “competition” like med spas and hair studios. What came out of it was a brand that felt more like a craft cocktail bar than cold doctor’s office and aligned (no pun intended) with the docs’ intention to create a comfortable, sleek, stylish environment.