Re-aligning Motto to reach a new audience with a lively rebrand

Motto Clear Aligners tapped into Chalk to launch a fresh look, feel, and sound that will set them apart from the repetitive competition.

WORKING WITH: Chalk 242
CREATIVE DIRECTION: Heath Miller, Jonathan Neilson, Tim Casart
ART DIRECTION: Bernie Deshaies & Chalk team
DESIGN: Bernie Deshaies (unless otherwise noted)
MOTION: Bernie Deshaies
COPY: Chalk team
PHOTOGRAPHY: Chalk team
ICONOGRAPHY: Gavin Schlerf, Bernie Deshaies

The first task — to find how the type treatments can match the forward, playful nature of the new identity.

Following lots of play, we settled on various type treatments that followed the paths of the case shape.

Mixing in a pattern, we repeated the shape of the case in different orientations and added a bit of funk.

The final touch; iconography inspired by vintage cartoons.

More on this project at Chalk242

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