Before Grand Street Dental opened Dr. Plotnick wanted to make sure that the office stood apart from any other medical office.
The first step was to develop a brand image that was fun and lighthearted yet still sophisticated. I photographed everyday objects that looked like smiles. The layout and arrangement of the objects changes depending on application.
To announce the office was coming, large prints were made to fill the windows during the 6 months of construction. They signaled to the neighborhood that a new kind of dental office was opening soon.
We decided to take a different approach to advertising our services. We wanted our images to fit into a users feed more than the typical dental ad. We created simple conceptual still lives to advertise services like Invisalign and Whitening on Instagram.
(Illustration and animation by Cybele.)