Craig & Streight Orthodontics
Branding/Graphic Design/Digital Marketing
Strategizing for the present and the future
Dr. Ryan Streight bought into Dr. Robi Craig’s existing orthodontic practice and Craig & Streight Orthodontics was launched with locations in Mustang, Norman and Oklahoma City. Dr. Streight knew he wanted to pivot and create a new brand, Smile, Oklahoma. He enlisted the help of Noodle Wave Media to create a strategy for the brand transition.
In the “Think” phase of our process, we had many conversations about what the ultimate destination was going to be and how we could map out a multi-year path to get to that brand. We decided to stick with the current branding in phase one but give it a refresh by implementing a smiley face. In phase two, down the road, Craig & Streight Orthodontics will fully transition into Smile Oklahoma and the smiley face logo will take center stage. We rounded out this part of the process by studying the target audience, hunting for nuances within that audience and creating avatars for Craig & Streight’s key patients.
With our research and strategy in place, we entered the “Feel” phase where we really refined the messaging positioning and positioning and dove into the visuals. We love when clients have a design eye and Dr. Streight was a natural. One of the things we were brought on board to accomplish was to develop a cohesive brand aesthetic across the campaign and marketing materials. We created the new logo and used that as a basis for all of the design work we did.
In the “Do” phase, we designed the collateral and campaign assets, including wall decals, merchandise like hats and t-shirts, stationery and even a design for a billboard. We also implemented strategies for increasing organic visibility and paid traffic. Like with all of our orthodontic clients, our core benchmark involved aligning our measurement of success with our client’s idea of success. In this case, it was leads and starts. By continually analyzing results, we were able to measure the effectiveness of the campaign and adjust as necessary to increase conversions.