Making a great first impression

Who knows better than an orthodontist the value of making a great first impression? When Mattiacio Orthodontics of Canandaigua was planning to move to a larger space, Dr. Brian Mattiacio realized it was the perfect opportunity to refresh not only the look of the space, but the entire brand.

We were hired first to refresh the logo. That initial assignment led to the development of a complete identity system: letterhead, envelopes, marketing brochure, business cards, testimonial video and environmental brand design, including interior wall graphics and exterior signage.


Our approach was based on the notion that a revitalized and enhanced brand would improve patients’ overall experience.

In other words, a more comfortable environment would
lead to greater client satisfaction.

Foyer Sidewndws Ptrn3 Grey
Foyer Sidewndws Ptrn4 Grey

With patients ranging from pre-teens to adults, DS realized the new brand needed to appeal to the young and the, um, not young. Thus, we opted for an updated logotype treatment, a cheerful color palette, nature-inspired design elements and the smile emoticon.


The new space was being designed and built at the same time we were creating the brand identity, so it was vital we constantly consult and collaborate with all relevant partners: architect, interior designer, contractor and our very particular (in a good way) client. Work began in fall 2013 and the building opened in January 2014—an aggressive schedule, to be sure.


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