1
2
3
4
5
6
SmileDirectClub, a startup that invented a new way to offer invisible aligners at a more affordable price, first worked with Gin Lane to develop their brand strategy and visual identity system. We then set out to produce and art direct their first campaign as well as to implement the new identity online. The photography was all about highlighting the product outcome: joyful smiles. On the website, we focused heavily on the “How It Works” page, creating a series of custom animated illustrations and a building conversational content narrative that would instill trust in a somewhat daunting and costly long-term procedure.
