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.
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.
A brand built to mean every kind of smile.
Every kind
of smile.
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.
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.
Campaign results.
Internally, the new brand framework aligned employees around a shared vision, improving consistency in every customer interaction.