First Impression Orthodontics, led by the kind-hearted and highly-skilled Dr. Lu, partnered with us to elevate their brand and create a digital experience that truly reflects their vibrant community presence and personalized approach to orthodontics.
Our mission was to modernize their online presence, refine their branding, and equip their team with tools to deliver a cohesive and memorable patient experience—both online and in the office.
Key Points of this Project
A Collaborative Creation
We believe the best results come from genuine partnerships, and our work with First Impression Orthodontics was no exception. (It was one of our favorite collaborations yet!)
Through an in-depth branding workshop and an onsite visit, we immersed ourselves in their practice to get a firsthand understanding of their team culture and what makes them truly unique. Uncovering their values and vision, we became an extension of their team, working side-by-side to refine their brand.
We helped refresh and solidify their messaging to resonate with their audiences, and more specifically, their military-focused, family-oriented audience. To amplify their reach, we paired custom messaging with a robust localized SEO strategy, boosting their visibility in Alexandria and surrounding areas.
Refreshing the Brand Identity
First Impression had been known by their previous brand for 10 years, and they had strong recognition within their community. We were mindful of this brand equity when developing their new identity. Our goal was to craft a brand that felt fresh and distinctive while remaining familiar enough to honor their legacy and ease the transition into this exciting new chapter for the practice.
We began with a moodboard to hone in on their ideal vibe, design, colors and font, followed by a logo redesign and a comprehensive brand guide. Their brand guide now serves as a tool to ensure consistent messaging across all platforms, and to help solidify their already thriving team culture.
While creating their new, refreshed logo, we created a detailed color palette guide to ensure that their brand remains consistent, cohesive, and colorful – across the board.
Throughout all of their branding pieces, our goal was to capture their unique value, convey their warm, inviting tone, highlight their benefit to the community, and show how genuinely fun their team and in-office experience are.
Custom Website Design for a Community-Focused Brand
The new website was designed with a mobile-first approach, ensuring sleek, modern usability and concise messaging where it matters — without compromising SEO. The site’s clean navigation highlights key information at each stage of the patient journey, guiding users to book an appointment, contact the practice, or access the patient portal right off the bat.
Their website design incorporates their vibrant brand colors, and features custom modules to show off their strong social media + community presence with a live Instagram carousel and engaging testimonial videos. The site is designed to reflect their in-office experience, and we created custom office signage for a seamless transition between the in-office and online experience.
To reflect Dr. Lu’s commitment to his community, we highlighted their personalized treatment options and Dr. Lu’s recognition as a top orthodontist in the DC Metropolitan area.
Equipping the Team for Success
To empower their internal marketing efforts, we created custom social media post templates for their awesome social media marketing team member to easily update in Canva. Their team already had a strong, up-to-date social media presence with dedicated team members consistently posting to Instagram and Meta (Yay!!)
Alongside these custom Canva templates, we created custom, branded internal marketing documentation, including business cards, referral pads, and patient folders.
Driving Awareness Through Ads
Finally, we created and launched custom Meta and Google display ads to showcase the refreshed brand, highlight their unique value propositions, drive traffic to the website, and drive patients to their doors. The ads communicated their elevated yet approachable aesthetic while nodding to their previous brand and emphasizing that patients will still receive the same personalized care the community has come to know and love.
We’re so excited to continue seeing and being a part of First Impression Orthodontics’ continued success in their community!Â
Ready to create a standout digital experience for your practice?
Let’s talk! Reach out to your trusted orthodontic marketing experts today.
