--- title: "Docbraces: Brand Strategy & Campaign | Gene" description: "Brand strategy and campaign case study: how Gene gave Docbraces, an orthodontics and dental care brand, a sharper purpose, a stronger presence across Canada and the US, and a CSR-driven “Every Kind of Smile” campaign platform." image: https://geneworldwide.com/hubfs/gene-migration/assets/uploads/2024/06/Docbraces-768x422.png --- EXPLORE OUR LATEST PERSPECTIVE : [Welcome Back to the Era of Brand Fame](https://geneworldwide.com/news/ai-killed-the-marketing-funnel-brand-fame/?hsLang=en) [![Gene](https://geneworldwide.com/hs-fs/hubfs/gene-migration/assets/uploads/2026/02/Gene_Lockup_Black_RGB.png?width=120&height=28&name=Gene_Lockup_Black_RGB.png)](https://geneworldwide.com/?hsLang=en) - [Capabilities](https://geneworldwide.com/services/?hsLang=en) [01 / Strategy Brand & Creative Strategy](https://geneworldwide.com/services/#strategy) [02 / Creative Campaigns & Culture-Led Creative](https://geneworldwide.com/services/#creative) [03 / Media Omnichannel Media & Investment](https://geneworldwide.com/services/#media) [04 / Experience Digital Experience & Health Tech](https://geneworldwide.com/services/#digital) [05 / Authority Communications & Advocacy](https://geneworldwide.com/services/#advocacy) [06 / Methodology The Brand Dominance Model](https://geneworldwide.com/services/#model) - [Work](https://geneworldwide.com/work/?hsLang=en) [Portfolio Featured Campaigns](https://geneworldwide.com/work/#campaigns) [Proven Impact Case Studies](https://geneworldwide.com/work/#case-studies) [Partnerships Client Roster](https://geneworldwide.com/work/#clients) [Awards Industry Recognition](https://geneworldwide.com/work/#recognition) - [About](https://geneworldwide.com/about-us/?hsLang=en) [Agency Overview Who We Are](https://geneworldwide.com/about-us/?hsLang=en) [Our Belief The Gene Manifesto](https://geneworldwide.com/about-us/#manifesto) [Join Us Careers & The Collective](https://geneworldwide.com/about-us/#careers) - [Insights](https://geneworldwide.com/news/?hsLang=en) [Editorial Articles & Perspectives](https://geneworldwide.com/news/?hsLang=en) [Executive POV Research & POVs](https://geneworldwide.com/news/ai-killed-the-marketing-funnel-brand-fame/?hsLang=en) - [Offices](https://geneworldwide.com/contact-us/#offices) [Global HQ Toronto](https://geneworldwide.com/contact-us/#toronto) [US Office New York](https://geneworldwide.com/contact-us/#new-york) [Let's Talk](https://geneworldwide.com/contact-us/?hsLang=en) Capabilities + [01 / Brand & Creative Strategy](https://geneworldwide.com/services/#strategy) [02 / Campaigns & Culture-Led Creative](https://geneworldwide.com/services/#creative) [03 / Omnichannel Media & Investment](https://geneworldwide.com/services/#media) [04 / Digital Experience & Health Tech](https://geneworldwide.com/services/#digital) [05 / Communications & Advocacy](https://geneworldwide.com/services/#advocacy) [06 / The Brand Dominance Model](https://geneworldwide.com/services/#model) About Gene + [Who We Are](https://geneworldwide.com/about-us/?hsLang=en) [Our Manifesto](https://geneworldwide.com/about-us/#manifesto) [Careers & The Collective](https://geneworldwide.com/about-us/#careers) Work + [Featured Campaigns](https://geneworldwide.com/work/#campaigns) [Case Studies](https://geneworldwide.com/work/#case-studies) [Client Roster](https://geneworldwide.com/work/#clients) [Industry Recognition](https://geneworldwide.com/work/#recognition) Insights + [Articles & Perspectives](https://geneworldwide.com/news/?hsLang=en) [Research & Executive POVs](https://geneworldwide.com/news/ai-killed-the-marketing-funnel-brand-fame/?hsLang=en) Offices + [Toronto (Global HQ)](https://geneworldwide.com/contact-us/#toronto) [New York](https://geneworldwide.com/contact-us/#new-york) [Connect With Us](https://geneworldwide.com/contact-us/?hsLang=en) Case study # Docbraces Every kind of smile. A brand strategy and campaign platform that gave Docbraces a sharper purpose, a stronger presence across Canada and the US, and a CSR story to match its ambition. IndustryOrthodontics & Dental CareServicesBrand Strategy, Campaign Platform Development, CSR Storytelling 01 Strategy ## A brand ready to mean more to more people. Docbraces wanted to connect more deeply with its audience across Canada and the US and solidify its place in a crowded orthodontic market. That meant a cohesive brand strategy, a compelling purpose, and a CSR platform that reflected its values. Discovery started with a SWOT analysis and workshops to close the gaps in Docbraces’ brand purpose, culminating in a new framework, credo, and manifesto that captured the brand’s vision, values, and essence. 02 Identity ## A brand built to mean every kind of smile. Every kind of smile. 03 Messaging ## From brand purpose to campaign, in one throughline. A CSR activation plan grew out of stakeholder interviews and a review of past initiatives, giving Docbraces a platform for community partnerships alongside its marketing. Creative ideation produced three campaign directions; Docbraces chose one, refined by the Gene team into the Every Kind of Smile platform. The First Date Smile 04 Activation ## A brand that feels as human as the care it delivers. Every Kind of Smile made Docbraces more relatable and differentiated, while its new CSR platform strengthened community trust and goodwill. All Stars 05 Measurement ## Campaign results. Internally, the new brand framework aligned employees around a shared vision, improving consistency in every customer interaction. Campaign reach 8M+ Impressions across paid and social Brand favourability +28% Lift in tracked brand perception Social engagement +64% Increase following campaign launch CSR partnerships 12 New community partnerships activated Start a Project ## Ready for Similar Category Velocity? Connect with our Toronto or New York partners to discuss your brand objectives or request an exploratory consultation. #### New Business & RFPs Partner with Gene as your integrated agency. [hello@geneworldwide.com →](mailto:hello@geneworldwide.com) #### Brand Dominance Diagnostic Benchmark your brand equity with Gene's diagnostic sprint. [Explore Diagnostic →](https://geneworldwide.com/brand-dominance-diagnostic/?hsLang=en) #### Strategic Hubs Toronto (Global HQ) & New York (US Hub) toronto@geneworldwide.com • newyork@geneworldwide.com ### How Can We Help? Share a brief overview of your brand or challenge. 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