enox + 321 Orthodontics: Countdown to a New Brand Era

Dr Angie Testimonial

A Strategic, Multi-Phase Orthodontic Rebrand

When Dr. Ryan Caudill stepped into leadership of the practice his father had built, he carried forward a name that already meant a great deal to the Brevard County community. The Caudill brand had earned over two decades of trust, and as the practice continued to grow, Dr. Ryan was ready to evolve that legacy with intention.

 

By the time he reached out to us in 2016, Dr. Ryan wasn’t just looking for a new website. He was looking for a brand partner who could help him modernize the practice without losing the story, identity, and values at its core.

 

We worked together to develop a multi-phase rebranding strategy that would allow the practice to grow, bring on new doctors, and introduce a refreshed identity that could carry the brand into the future, while honoring everything it stood for.

 

This turned into a 9+ year partnership that spanned multiple new websites and logos, countless campaigns, and a multi-stage brand evolution that’s still unfolding.

The Brand Before the Rebrand

To understand the depth of the rebrand, you need a little background.

 

In 1987, Dr. Steve Caudill opened the doors to Caudill Orthodontics in Merritt Island. Nearly two decades later, his son, Dr. Ryan Caudill, joined the practice. By 2008, Dr. Ryan had purchased his father’s practice along with Dr. Donald Ray’s Viera/Suntree office. He merged the two, modernized the operations, and began growing the practice under the Caudill Orthodontics name.

 

By 2009, Dr. Steve Caudill and Dr. Ray had retired, and Dr. Ryan was running the practice solo. But changes were coming, and so was the next evolution of the brand.

2016:

Introducing the Next Generation with a Digital Refresh

When Dr. Angela McNeight joined Dr. Ryan as an associate in 2016, the practice was stepping into a new era and needed a new, updated website and branding design elements to reflect the evolution. Drs. Caudill and McNeight wanted to reuse many aspects of the then-current Caudill Orthodontics site, while bringing the beachy feeling of their practice online. 

 

We designed and launched a vibrant, beachy-themed website that captured the team’s energetic personality and community-first values, made it easier for patients to connect online, and built trust with a new generation of patients and parents. 

 

The team was ready to show off the refreshed brand through an open house at their Merritt Island location; so we designed open house invites, and we got to design some office surfboards (we LOVE a fun brand.) As Dr. Ryan’s 10-year anniversary in practice approached, we were excited to design a celebratory badge and integrate it with the website design.

2017:

Tikis, Top 1%, and Telling Their Story

In 2017, the practice achieved Top 1% Invisalign Provider status, and we were eager to help them share this with the community. We designed and launched campaigns and created press releases to highlight this milestone with custom branding pieces and digital storytelling, and we weaved their status into the design of their custom-branded Tikis. 

 

These Tikis quickly became a signature part of the brand, featured throughout their website, in-office decor, and as the face of their “Tiki Tokens” reward system, where patients earn and cash in points for prizes.

 

We built a story around them, naming one Nanea (who has braces and a laid-back personality) and the other Eleu (who has Invisalign and an outgoing personality). With distinct personalities and treatment styles, the Tikis gave patients (especially kids and teens) a playful way to see themselves in the orthodontic journey.

Recognizable visual elements like the tikis give the practice an identity beyond the doctors’ names or location. They make the experience more personal and memorable, while reinforcing the practice’s culture and Invisalign expertise.

2018:

New Partner, Evolving Brand

In 2018, Dr. McNeight became an official partner. We worked closely with the team, planning a brand transition that would preserve the strength of the Caudill name, while introducing Dr. McNeight as a permanent part of the practice. 

 

We decided not to change the practice name entirely, but add Dr. McNeight’s name to the name and logo, mirroring the original, custom font that was highly-recognizable, in order to keep visual consistency and community recognition.

 

From here, we began creating a long-term branding strategy to transition Caudill & McNeight Orthodontics to 321 Orthodontics. The chosen name, 321 Orthodontics, offered a more scalable and marketable name inspired by their roots and well-established presence in the Space Coast community (321 area code.)

We began integrating “321 Orthodontics” as a future-facing identity through strategic use of hashtags, email campaigns, and social media messaging to warm up the community and build familiarity long before an official name change.

2019:

Breaking Ground & Building a Brand

In 2019, the practice was expanding to a new office location in Viera, and it was the perfect time to officially launch the next phase of their rebrand.

The team wanted a new website that highlighted their new location alongside their two current offices, making a memorable impression through ‘bright colors, energetic movement, modern beachy vibes,’ — so we did just that. We launched a new custom website that reflected their evolving identity: a modern, scalable practice led by two trusted doctors, full of personality, color and community energy. 

 

The new website introduced the updated Caudill & McNeight Orthodontics logo and wove in the 321 Orthodontics name to support long-term brand continuity and local SEO. As the year came to a close, we made the website domain transfer to 321orthodontics.com, taking extra care to ensure that every page on the site would seamlessly redirect to the new domain. 

 

We also rolled out fresh collateral: new brochures, patient instruction booklets and patient materials helping them deliver a consistent experience in print, in-office, and online. This step ensured that every new patient interaction reinforced the new brand.

2020–2022:
Staying the Course

While the pandemic slowed many things down, it gave us time to double down on long-term SEO efforts and keep warming the community to the 321 Orthodontics name. We helped the practice maintain patient communications throughout COVID, and continued focusing on long-term visibility. 

 

With strategic SEO, ongoing content optimizations and ongoing ad campaigns (especially around their new Viera location), we kept them ranking, relevant, and recognizable as 321 Orthodontics gradually took root. 

2023:

Adding a Doctor & Advancing the Brand

In 2023, Dr. Naglieri joined the 321 team, and we had another opportunity to guide the brand forward.

 

In response, we launched a newly refreshed website that:

  • Introduced Dr. Naglieri and integrated her throughout the brand
  • Elevated and modernized their overall design, user experience, and patient scheduling based on shifts in user behavior and targeting 
  • Brought the 321 Orthodontics identity closer to the forefront, while maintaining connection to the Caudill & McNeight name

 

The team also adopted LeadSigma to help streamline follow-up with pending patients and past consults, and we helped them hit the ground running with strategic automation campaigns that resulted in:

 

  • July 2023 Regeneration Campaign: Reached out to 331 previously unconverted leads
    34 scheduled (10% conversion rate)
  • October 2024 Campaign: Targeted 400+ pending consults
    38 scheduled (10% conversion rate)

2025 & BEYOND

A Rebrand Still in Motion

Today, both names still hold value, and that’s intentional; the transition to 321 Orthodontics is still underway. The practice’s online presence, internal systems, and community recognition are already reflecting the new name, and patients see it in their inbox, on social media, in search results, in the office, and in their conversations.

 

When the team is ready to fully transition to 321 Orthodontics, the rebrand won’t feel like a sudden change — it’ll feel like the natural next step, which is always the goal with a rebrand. 

Plan your rebrand with confidence.

Refreshing a legacy brand takes more than a logo update. It takes strategy, clearly-defined phases, and a deep respect for what the brand means to the people who built it and the people it serves.

 

If you’re an orthodontist planning to expand or evolve your brand into the next chapter, we’re here to help you plan your transition, guide you through the steps, and launch a fresh brand that grows with you.

 

From SEO performance to patient trust and community recognition, we’ll make sure nothing gets lost in the process. We’ll help you pace it the right way, whether that’s over a couple of months, or several years.

 

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