A new brand to transform orthodontic care in South Australia.

Transform Orthodontic Care
A transformative brand
Branding, design, photography, messaging, web development

In December 2018, specialist orthodontist Dr Daniel De Angelis engaged Fuller to develop a brand for his new practice.

Dr De Angelis was seeking a distinctive brand that would make his practice stand out in the growing cosmetic orthodontics sector, and emphasise his commitment to providing gentle, personalised, consistent and long-term care.

Specific requirements included:

  • Brand and name scoping session
  • Brand design and style guide
  • Website development
  • Development of marketing collateral, including signage, brochures, business cards, templates, folders
  • Development of social media assets
  • Staff photography.

In developing a name and brand for Dr De Angelis’ practice, Fuller began by undertaking market research.

Keen to incorporate both technical and emotive themes into the name and leverage insights from market research, a scoping session held with the client led to Transform Orthodontic Care being selected as the brand’s name.

This name not only spoke to the transformative impact orthodontics has on patients, but also features a more technical tone, which allows for the story of cutting edge orthodontic technology to be told.

Wanting to differentiate from the clinical blue and green used by competitors, a modern peach and grey colour palate was chosen, with a simple, modern typeface applied across a suite of marketing collateral, the website, and social media channels.


Since opening in February 2019, Transform Orthodontic Care has been consistently busy, and the new web site achieved over 500 website sessions in the first three weeks of being live.

Transform has achieved a distinctive look and feel that sets them apart from other practices in the industry, and its staff have become enthusiastic ambassadors for the new brand.

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