be@me · ASD · 2025
Affordable Smiles Dental
An identity for a clear-aligner clinic: an A that is also a smile, a calm blue-grey and teal palette, and an arc motif drawn from enamel striations and aligner trays.
- Role
- Brand identity, guideline, applications
- Made
- Logo and lockups (EN / 繁體) · Colour, gradient and arc motif · Brand icon · In-market ads
- A + ◡one mark
- EN · 繁體lockups
Brief
Give a new clear-aligner clinic an identity that feels clinical enough to trust and warm enough to smile at, in English and Traditional Chinese.
Approach
Start from the name: an A (affordable) crossed with a smile. Build a calm blue-grey palette, a gradient and an arc motif from enamel striations, then test it in market as ads.
Outcome
A 12-page guideline, bilingual lockups and an ad system now running in Singapore.
The mark
A + smile = Affordable Smile, drawn as one continuous line with a heavier smile.
- 01Concept
- 02Safe zone
- 03EN and 繁體 lockups
Colour, motif and icon
Blue Grey, Denim Blue and Teal Grey, a gradient tone, concentric arcs and a four-dash brand icon.
- 01Palette
- 02Arc motif
- 03Brand icon
- 04Photography style
In market
Singapore performance ads built on the identity.
- 01Braces vs aligners
- 02You decide what’s next
The identity in market: every Singapore ad ships in a day and a night grade to test which stops the scroll. Drag to compare.
DayNight
DayNight