Orthodontics has come a long way with the introduction of clear aligner technology, however, the industry as a whole is still stuck in the past with its ortho-practice model of years past. Enter Dr. Maddox, a leader in orthodontics in So Cal, who wanted to modernize the model of your friendly neighborhood orthodontist. A retail-lounge, with a digital-first sales model was the target destination.

A complete rebrand, starting with the name and core message was necessary to bring this concept to life. Unbraced is a retail orthodontics brand that “unbraces” the industry by becoming the first “Invisalign-only” practice in Southern California.