Two orthodontics were partnering up and needed a new brand identity. Doing anything with a tooth was status quo and out of the question. Since both men are avid cyclists, we can up with a logo that made them both smile. It’s a bicycle that has both an “H” and a “J” inside it. The cycling brand identity theme was successfully used across all their communication channels for a smooth introduction to the new partnership. We did a ton of fun things with the brand identity. The logo was transfered into a face when a smile was added to the bottom. And with copy like “Smile in tandem and bring a friend along for the ride” for stuff like their refer-a-friend cards, who wouldn’t smile?